Pourquoi se souhaiter des voeux ?

Le hasard est juste
Le temps passe, les années filent. Quand une nouvelle année commence, on se demande toujours si elle apportera la paix et le bonheur à chacun... Le 1er janvier 1945 à Hiroshima, les gens s'étaient souhaité une bonne et heureuse année. Le 1er janvier 1960 le Cameroun d'expression française accédait à indépendance.Pour certains cela n’est que pur hasard de l’histoire. Mais si le monde était vraiment gouverné par le hasard, il n'y aurait pas autant d'injustices. Car le hasard est juste!

Janvier est le mois où l'on offre ses meilleurs vœux à ses amis. Les autres mois sont ceux où ils ne se réaliseront pas. vous savez, si les Dieux voulaient exaucer les vœux des mortels, il y a longtemps que la terre serait déserte, car les hommes demandent beaucoup de choses nuisibles au genre humain. Je ne prendrai pas de calendrier cette année, car j'ai été très mécontent de celui de l'année dernière, durant la quelle mes projets sont restés projets ou amertume. Je n'arrive même plus à souhaiter aux gens une heureuse année. Pas quand je songe vraiment à ce qui les rendrait heureux.

les projets sont bons pour les gens heureux ou ceux qui espèrent.
Pour réparer la perte du temps passé, il faut bien employer le présent, et ne souhaiter l'avenir que pour en faire un bon usage. Pour Firmin van den Bosch une année qui finit, c'est une pierre jetée au fond de la citerne des âges et qui tombe avec des résonances d'adieu.

Le temps passé n'est plus, l'autre encore n'est pas, Et le présent languit entre vie et trépas ; Bref, la mort et la vie en tout temps est semblable. Ceux qui disent que la vie n'est qu'un assemblage de malheurs veulent dire que la vie même est un malheur. Si elle est un malheur, la mort est donc un bonheur. N'attends donc pas que les événements arrivent comme tu le souhaites. Décide de vouloir ce qui arrive et tu seras heureux.

Comme le dit la sagesse africaine, ces paroles ne sont pas miennes elles sont empruntées. A votre tour après les avoir utilisées laissez-les à leur place pour d’autres.

COUNTRY IMAGE

“All the countries resemble each other when they are looked at with the eyes of love since all the countries now carry in them the sign of men and time”. Jacques LAMARCHE.

The brand image associated with a country indicates the credit and the liability being attached to it and its codes (symbols, name). In other words it is the net amount of the country which affects the perception of the products or the services coming from this country. The positive net amount of a country can indicate the marked up price that the products of this country can go and seek on the market or the increasing attraction of the investments in the country, or the higher value of the lodging services and tourist attractions of a country. A brand image indicates a set of mental, personal, subjective, stable, selective and simplifying representations, relative to a distinctive sign, a word or a group words. It results from the perception of a multitude of physical and immaterial elements by the public. As far as the brand is concerned, it is a promise which creates value with the eyes of the consumer because it is a contract of confidence which guarantees some qualities, technical performances (durability, resistance, profitability…), price, prestige, guarantee… Because of the significant impact of the country brand image, many countries tried or try to increase this image by promotion activities. Thus, the names of some countries can be comparable with brand names and have the same meaning like the images they evoke. As of Antiquity, some cities or areas were known as famous for the quality of some of their products (Falerne wine, Carrara marble). The geographical names can constitute valid brands, in some cases, the brand value or the net amount of a country name is strong and positive, as it is the case of countries like Japan and Germany for the manufactured goods. In other cases, it is positive but weak because of the lack in powerful images related to the benefits of the products. It is the case of Canada, Spain and China. The latter invented the concept of « Made for …» to compensate the weakness of its “Made in…” Thus we can see some items labeled « Made for USA», letting us think about a strongly normalized products (respecting a strict terms and conditions of conditions). Often while reading, we ellipse the “for” while believing to have read well “in”. This technique seems borrowing from counterfeit which wrote “Abidas” in the place of Adidas, or Niki for Nike. The image of a country is dynamic; it is directly or indirectly influenced by the public authorities. There exist well-known cases where the image of a country was improved thanks to concerted efforts, and practically they all appeal a solid partnership between the industry and government. The most manifest case is that of China which made a true lifting thanks to the successful organization of olympics games in 2008 (Beijin 2008), despite the strong disputes and great fears concerning its capacity to organize the event. Japan which was perceived as the land of Camelot manufacture is today a “standard” in spite of the scandal of Toyota at the beginning of 2010. That was possible thanks to the systems integration of quality standards in its main industries. In Burkina Faso the institutionalization strongly requested by the African States in 1988 from the International craft industry of Ouagadougou (SIAO), as ideal place for the African craftsmen who market their products on the national and international markets. It should be noted that the SIAO does not have the only role of organizing the biennial of the African craft industry. But for the politic leader, it is first of all an instrument of internal promotion through the exaltation of the nationalist feeling of the Burkinabe Faso and, on the external level a vector of Burkina Faso brand image all over the world. The Panafrican Festival of the cinema and the television of Ouagadougou (FESPACO), the African biennial of the cinema, is the spearhead of Burkina Faso promotion. This time it is the name of event-driven which is used as dens: Burkina Faso, the country of the FESPACO. The anecdotic significance of the country name is also element of recognition and valorization. Especially Burkina Faso is indicated by “the country of the upright people”. Indeed the name “Burkina Faso” is a combination of several native languages. « Burkina » in local language ( mooré ) (mossis’s language) has as meaning “upright”. « Faso » in local language ( Dioula) (Bambara’s dialect) mean “land of the fathers, motherland”. This finally results in “country of upright people”. Burkina as for the name of its inhabitants has a characteristic. Indeed, it does not follow the known grammatical rules. One will say “an inhabitant of Quebec” but one will say also “a Burkinabè (for women)” or “a Burkinabè (for men)” The termination “è” comes from the native language (fulfuldé) meaning membership. As the example Burkina Faso, the majority of the African countries considered the importance of the value country and set up policies for the control of their brand image. But that is not done without difficulties, because there are some examples of failures. Undoubtedly one of the most notorious cases is the failure of the brand image “Cool Britannia”, concept primarily resting on a dream, rather than on the reality, and to which it missed primarily the internal adhesion of the British themselves. Another more modest failure relates to Malaysia, which sought to improve its image while launching a publicity campaign when the terrorist activities took precedence over any inclination of positive change of image. As other examples, it is necessary to mention the brand image of Nigeria, this giant of Africa has got its reputation tarnished by corruption, political instability and interreligious disorders. To repackage its blazon, the government launched a new logo and a new slogan as first step of its image change campaign: “Nigeria: Good people, a great nation”. This to replace the famous failure of the preceding campaign: “Nigeria: Heart of Africa” which failed particularly because of the fact that the expression “Heart of Africa” was not original and also because it had been launched from abroad, under the former president Olusegun Obasanjo. The policies of brand image promotion of a place which took rise since ten year are marked by several characteristics: • an image which finds an echo and which reflects the national values and characteristics; • allegations based on reality; • prolonged systematic efforts which target the national market initially and then the international markets; • the will to make sure that the bases of brand image promises materialization are in right place (like the revenue duty, the education and the infrastructures reforms); • the commitment undertaken by the politic people; • the unfailing investment of companies; • approaches centered on the market, particularly the increase of research, and the application of segmentation, targeting and positioning methods which are in the middle of marketing processes; • a comprehensive strategy of setting in market which exceeds the only communications; • integrated programs of communication; • the absence of uncontrollable national or international events which have harmful effects on the image. The influence of the country brand image on exports is an undeniable data to take into account. The image of a country on the exterior markets depends on many factors, of which the governments external promotion policies. It can be compromised by the political decisions. The negative perception with regard to the countries which have a bad image related to the atrocities caused during the second world war, such as the attitudes of the Israelis with regard to the German products, the Japanese with regard to the Chinese products. However, of the less serious facts can also seriously compromise the international relations and the image of a country. The Australian rejected the French products when France took again its nuclear tests in the Pacific in 1995 and we have the proof that the impact on the French imports in Australia lasted during years. The war in Iraq generated many cases of international animosity which had an impact on the markets, particularly the anti-French reaction of the Americans and the anti-Americanism which prevails in France and in many Moslem countries. In these cases, the fall of the brand image of a country can exclusively be limited to the consumers of certain countries and their duration can be variable. They can entirely dominate over the best efforts of setting in aiming market. The economic operators cannot act on the target markets to modify this image. The only possible step is to try to analyze the image of the country on the target markets, to use it in the plans of marketing if this image is positive, but if this one is negative, the most advised will be to use the variable of marketing mix to divert the attention of the target towards other benefit.

Marketing segmentation strategy of foreign trade

Craftsman manufacturer of bronze statuettes, Mr NANA owner of DESIGN NANA, would like to launch out, in the manufacture of high range furniture covered with loincloths bogolan and bazin, with incrustation of decorative element in copper and bronze.

In front of the market evolution of the craft industry, and especially with the success had during showrooms and fairs in the visited countries, in Africa and in the whole world, he decides to go to the external market of his country.

To carry out his dream, NANA a childhood friend, came to see me in order to know « how to do ? »

I testify that his question initially disorientated me because it encompasses many other fundamental questions in the international business: where to export, what to export, when to export, how to export, for whom to export, and so forth…

Thus when I let him know about my embarrassment, and after having remained me that I was the expert, he gave me more accurate information that allowed me to recognize my role of expert. Actually, orders coming from abroad, particularly from certain countries ( for strategic reasons we cannot publish the list ) exceeded more than 70% the local consumption of furniture. In fact NANA DESIGN is a firm orientated towards the international market and its survival necessarily depends on it.

The true concern for my friend was: how to export in a sustainable and profitable way on the selected markets.

How to export in a sustainable and profitable way on the selected markets?

Already, the ideal to export Coca Cola, et Peugeot would be to offer as many different products as there are individually customers taken. It means offering to each customer a product " personalized ". Thus each one will have its Coke beverage according to his expectations, convictions, and even his whims : green (from dark to yellowing) for the ecologists, to honey or vanilla to bring us closer to the countryside, to the jinjinbre to wake up the feelings, or panacea to the whiskey to make short.


But as these large firms have not yet been able to make it possible, the marketing analysts develop methods to try as well as possible to offer personalized products to various groups of consumers presenting common characteristics: habits, behaviors, motivations, expectations, lifestyle… This is known as segmentation: a technique of splitting the market consisting in isolating from the groups of consumers in a homogeneous way according to specific criteria (demographic, economic, behavioral, psychographic, practices of purchase characteristics …). This action is called consumers segmentation opposition to the product segmentation which, segments the sale of a generic product in sub-group for example: car can be subdivided in vehicles of tourism, commercial vehicles, cross-country vehicles (4X4), the trucks etc

“Of course, this is a consultant word! » NANA told me.

In other words to avoid the academism and to allow my friend to understand me: to segment is to split out a too heterogeneous market for NANA DESIGN’s capacities in order to gather the customers in homogeneous groups, allowing thus him to propose offers adapted to the needs for each group or to concentrate on a profitable group of way. The segmentation allows the adequacy between NANA DESIGN’s capacity and his customers expectations.

Generally, the export Firm adopts the segmentation when it wishes as well as possible to control its sales strategy on the target market. This option as well makes it possible to sell in an optimal way as to create and develop sales networks. The markets are functions to countries and/or offers. They are very diverse sizes of niche going from (galleries, museums, hotel groups, collectors of ethnic art…) to bigger market (households, art lovers, firms…).

The segmentation as a positioning tool

The firms’ environment, especially the SMC one and new born firms, are characterized by unquestionable uncertainties, a fierce competition and the volatility of the customers. One of the strategic options within the framework of an internationalization step is to tackle the various niches of market in which the firm can reach (technologically, financially, geographically and even legally), and to satisfy the niche’s needs. The strategy of niche, also called focusing strateg is an approach based on NANA DESIGN’s choice as to concentrate on a particular target of the potential customers targeted. Voluntarily, NANA DESIGN « will focus » on a segment of customers, which name will be « focusing strategy ».

The brand role

But it is essential to NANA DESIGN to build a strong brand. The trade mark hitherto considered as a means of differentiation, evolves according to the markets (consumers habits, niches, etc...

The brand is a dynamic concept and to perceive it in a static way exposes at the risks for the international business man. Besides, NANA DESIGN will have to take into account the fact that his market is global or local, i.e., a single or different brand according to the multiple segments, niches or geographical areas. As it had been mentioned in our ticket 06 janvier 2009 « The brand more than a sign » the global brand is from high technology and luxury products.

The exchanges between human beings got increased through trips, democratization of the TICs etc. Talking about TICs, Paul Virilio it was said « The means of telecommunication, not being happy to restrict the extent, also abolish any duration, any messages transmission deadline time, the images. ». The pockets of expenditure and consumption tend to being the same in several countries, thus on these homogeneous markets, it would be logical to think of homogeneous brand. The age bracket targeted by the brand also influences, just as the cultural stereotypes, the country image, the idiosyncrasy, etc

Positioning is a strategy that strongly lays on communication. To position a product, consists in making so that this product may profit from a privileged place in the consumers’ mind that belongs to a targeted market segment, or a given niche. A product positioning consists in defining the place which this product compared to the competing products will have to occupy.

To come back to my conversation with my friend NANA, I turned him back to the concept of mix marketing. Good positioning is got while exploiting the characteristics of mix marketing: on the product policy (esthetic, quality, robustness, simplicity, etc), the price policy (see the page on the price of acceptability), and the distribution and communication policy (luxury, top-of-the-range, ethnic product, ecological or humane concept, etc).

Yet, bad positioning of the products, can introduce in the consumer’s mind a product that is quite different from what NANA DESIGN originally initiated ( For example Lacoste who positions his products for middle-class customers, whereas it is more popular customers who “adapted” his products ). Missed positioning generates marketing and intercultural risk.

In conclusion, NANA summarizes in these terms: " To sell in an advantageous way to my customers and my firm, we must in the countries where we should export and where we hope to do it, initially identify our customers and to gather them according to their needs. We must attract new consumers and keep them while offering them pieces of furniture according to the needs identified as a preliminary thanks to a strong brand."

The brand, more than a sign

The role of the mark

At the end of Antiquity, on Mediterranean banks of Alexandria, the prostitutes left their initial on the sand of the beach so that their prospect customers track them. For that, they fitted sandals which sole, printed, carried in relief the brand of their small company.

It should be noted that animals and vegetables layout all kinds of marks: odors, colors, noises, savors…, which make it possible to identify, differentiate and appreciate the life which surrounds us. We often talk about the mark of such vegetable or animal being. According to George LEWI, Jerome LACOEUILHE, “the brand is the trace of a living body act”.

The mark as the prostitutes of antiquity could use it so well is presented in various forms: verbal sign (patronymic, geographical, imagination or slogan names), initials, monogram, visual sign (logotype, drawing, hologram, combination of colors), sound sign (sound of Harley Davidson, cracking of a cookie LU), the form of a product (likely to be deposited under the drawings and models), sign olfatic (perfume, savor, taste) …

But above all, the brand generates value in the sight of the consumer because it is a contract of confidence which guarantees certain qualities:
• Technical performances (durability, resistance, profitability…) ;
• Price;
• Origin;
• Prestige,
• Guarantee…

According to LENDREVI LEVI LINDON “the brand is a name which has capacity…” because it gives meaning to the product. So much so that the same sold product under different brands will be differently perceived.

The management of the mark at the international level
Two strategic questions arise to the marketers on the international level: standardization or the globalization of the strategic activities, according to professors BENOÎT HEILBRUNN GILLES MARION. Particularly in brands management is it advisable “Think global and act local?” or simply “Think local and act global?”

The « Think local and act global » in other words proceeds from an ethnocentric vision not taking into account cultural differences and the local conditions of the market. This approach lays on the idea that the competitive position in a country is largely influenced by the competitive position in other countries. Such a strategy results in:
• The idea that the customers’ expectancies are homogeneous, or homogenizable and whose materialization is a standardized offer and communication no matter the geographical territory considered.
• The search for synergy in all major national markets allowing the firm to be based on the tendencies of consumption and/or the technological changes which cross the diversity of the geographical and cultural aspects.
• The search for scale economies and/or to profit from the advantages of a particular localization.
• The coherent construction of a significant and durable competitive advantage to ensure an advantageous world position and the control of strategic operations concerted between the main countries to anticipate interdependences. The implementation of a world strategy for the mark is one of the levers which make it possible to build such a position.

This tendency is frequently observed in the universe of the marks resulting from high technology (Iphone, TOSHIBA, BlackBerry), drug company (Viagra), biotechnologies or medical instrumentation (Pacemaker) do not require or few particular adaptations, even if they imply considerable efforts to promote their solutions. The inexpensive products, which relate to “universal” uses and for which the price is largely depending on the negotiable instrument of disposable lighter volume, instruments of writing at low price, safety razor…) also profit from this tendency. Those which nourish from customers mobility and cosmopolitanism (Avis, Delta Airlines, Accor, McDonald’s, Go Voyage...). It is also true for the products related to trips (Visa, Louis Vuitton...)

The «Think global and act local » synthesize the ethnocentrism and it polycentrism . Think global and act local, invite to take account of local specificities i.e.: laws, culture, religion, climate, competition, distribution network... It regards everyone as a potential market and tries to create comprehensive strategies but sensitive to local realities. Thus, for the current consumer goods, one could determine a decreasing influence of the culture on the modes of perception and consumption of a product as it moves away from a symbolic domesticates circle system whose center would be the kitchen. Such a circle would extend successively, in a concentric way, from the bathroom to medical cares, to common parts (living room, dining room), to rooms, to garage, then, finally, to the garden. So the food products or cleaning ones are more strongly culturally connoted. Some leisure are strongly anchored in the tradition and the values systems: In spite of the success of the Olympic Games and Football World Cup , it remains that certain sporting practices and leisure which are related to it remain rooted in a culturally space (baseball) and geographically (Sea, Mountain) limited.

A world strategy and the procession of mergers, acquisitions, purchases, alliances… which go with it lead to a revision of the architecture of the portfolio of brands. A very simple architecture consists in signing all the offers with only one brand. It is the most frequent solution during the use of a sunshade brand: Nivea, Fisher-Price, and Compaq… But, very often, the firm is at the head of a portfolio of marks in order to cover the diversity of the market segments. It is then a question of putting order in this mosaic. Thus, Nestle portfolio sees the coexistence of various levels within a complex system which articulates several types of marks: mark-product, brand-range and brand-guarantee. The ordering consisted in, initially, capitalizing on business name, its roots (Switzerland), its values (quality, rigor…). Whereas historically each subsidiary could be called Sopad, Chiprodal or Indulac, from now on each one of them is called Nestle. Then, it was necessary to release from the priorities in the architecture of the 7.000 or 8.000 marks of the firm: ten world marks corporate concerned with the central authority (Nestlé, Carnation, Nescafé, Maggi, Buitoni, Perrier...), world strategic marks concerned with the strategic spheres of activity (Kit-Kat, Crunch, Smarties, After Eight...), regional strategic marks for which the responsibility is shared between the strategic spheres of activity and the local managers (Vittel, Herta, Findus, Stouffer's...), local marks placed under the direct responsibility of the local managers. ( Art of Global Firm ).

Protection of the mark at the international level.

«When it is released on the market, the brand becomes a system in which the firm and its public are joint owners … » M.C Sicard.
La brand is a capital and development tools to the firm, sold and bought it is immaterial asset which has a commercial value. It indeed represents a current or potential market share. A powerful mark generates much profits and it consolidates the producer in his negotiations with the distributers. In-house, with respect to the personnel, it also increases the feeling of membership. As any inheritance it needs to be especially protected out of the territory from origin of the firm.

This strategy starts with the deposit of its patent or its mark at the Industrial Property World Organization (OMPI), based in Geneva. OMPI enable to carry out only one deposit for the countries in which one wishes to have his protected mark. Then he will transmit the request in each country which will examine according to its own right. For French-speaking West Africa area, the deposit is carried out on the level of the African Organization for the Intellectual property (OAPI) which covers 16 country, a surface of 7.755.967 km ² and counts nearly 100 million inhabitants. Or at another organization of industrial protection like French National Institute for the Industrial Property (INPI). Lastly, it is possible in the European Union to make national, community and international requests for the same mark. The deposit of the community mark demand can be done before the Harmonization Office in the Interior Market (OHMI), or beside a national office from a state Community or beside the Benelux Office which transmits to the OHMI.

To protect these marks it is also set up a commercial watch where the sensitive markets will be supervised, such as the Southeast Asia, China and Nigeria. Then, if networks of counterfeiters are located, it consists in setting up measures to put an end to illicit manufacture or sales.

As, in the juridical level there is no international mark, there is no unified international legislation, on the other hand the countries collaborate to detect and put the counterfeit to an end. At the European level, shares are running. “The European green book” on the patents suggests the creation of a litigation insurance system which would make it possible to a firm to declare its disaster and to have its expenses refunded by an insurance company.

Caution: the patent deposit does not prevent the counterfeit, but allows be party to legal proceedings to obtain the seizure of counterfeit items and compensation for damage.


NB: marque = brand or trade mark

The 13 P of Mix marketing international

Mix marketing is a device in the middle of the operational marketing system. Traditionally, one speaks about the 4 P, introduced in 1960 by Jerome McCarty but largely popularized by Philip Kotler.

These 4 P lay down policies of setting products in market:
• Product: the product policy (choice of the product range: depth of range, width of range…). The word product is used in generic meaning and includes (the design, packing, conditioning, the standards which it respects, the labels, the brand…). It also includes services.
• Price: the price policy (creaming, penetration, price of acceptability, profitability…)
• Place: the distribution policy (choice of the mode, circuits and the channels of distribution, front line representatives…). Distribution also included E-business.
• Promotion: the communication policy (choice of the publicity type, promotion, direct marketing, public relations…).

If we integrate into these policies the aspect “country” to the 4 P of traditional marketing, we reach at the concept of 13 P of mix marketing international. It aims at taking into account specificities of the firm outside markets. The 9 other variables of the commercial composition to export are thus:
• Payment: are the international financial affairs controlled?
• Personnel: Do the personnel have the expected competences?
• Planning: were the activities planned with regard to the market, the clients' accounts and the representatives?
• Papers (files): are the required documents identified and filled out?
• Practices: are the cultural differences and the business practices known and integrated?
• Partnerships: was a partner recruited and a strong presence is ensured on the market?
• Policies: what are the firm’s current and future policies?
• Positioning: how the firm and its products are perceived in the market?
• Protection: are the risks evaluated, measures to protect the firm; are its marks and products taken?

Sacrosanct principle for the marketing advocates, mix marketing inspired much the authors who wanted each one to add their contribution to the basic formula. Nevertheless, they keep a strong coherence which should initially be the understanding of this principle and then adapt it to the marketing international specificities.

Source: destination international markets, forum for the training in international business.

La valeur de l’image de marque pays

"Tous les pays se ressemblent quand on les regarde, avec les yeux de l'amour puisque tous les pays portent en eux, maintenant, la marque des hommes et du temps". Jacques Lamarche.

L’image de marque associée à un pays désigne l'actif et le passif se rattachant à celui-ci et ses indicatifs (symboles, nom). En d’autres termes c’est la valeur nette du pays qui affecte la perception des produits ou des services en provenance de ce pays. La valeur nette positive d'un pays peut désigner le prix majoré que les produits de ce pays peuvent aller chercher sur le marché ou l'attrait croissant des investissements dans le pays, ou encore la valeur supérieure des services d'hébergement et des attractions touristiques d'un pays.

Une image de marque désigne un ensemble de représentations mentales, personnelles, subjectives, stables, sélectives et simplificatrices, relatives à un signe distinctif, un mot ou un groupe de mots. Elle résulte de la perception par le public d'une multitude d'éléments physiques et immatériels. La marque quand à elle, est une promesse qui crée de la valeur aux yeux du consommateur car elle est un contrat de confiance qui garantit certaines qualités, performances techniques (durabilité, résistance, rentabilité…), prix, prestige, garantie… En raison de l’impacte important de l’image de marque du pays, de nombreux pays ont essayé ou essayent d'augmenter cette image par des activités de promotion.

Ainsi, les noms de certains pays peuvent être assimilés à des noms de marque et avoir le même sens que les images qu'ils évoquent. Dès l'Antiquité, certaines villes ou régions étaient renommées pour la qualité de certains de leurs produits (vin de Falerne, marbre de Carrare). Les noms géographiques peuvent constituer des marques valables, dans certains cas, la valeur de marque ou la valeur nette du nom d'un pays est forte et positive, comme c'est le cas de pays comme le Japon et l'Allemagne pour les produits manufacturés. Dans d'autres cas, elle est positive mais faible faute d'images puissantes ayant trait aux bienfaits des produits. Tel est le cas du Canada, de l’Espagne et de la Chine. Cette dernière a inventé le concept du « Made for …» pour compenser la faiblesse de son « Made in… ». C’est ainsi que l’on voit certains articles étiquetés « Made for USA», faisant penser à des produits fortement normés (respectant un cahier des charges stric). Souvent en lisant, on ellipse le « for » en croyant avoir bien lu « in ». Cette technique semble empruntée de la contrefaçon qui écrivait « Abidas » à la place d’Adidas, ou Niki pour Nike.

L’image d'un pays est dynamique, elle est soit influencée directement ou indirectement par les pouvoirs publics. Il existe des cas bien connus où l’image d'un pays s'est améliorée grâce à des efforts concertés, et pratiquement tous font intervenir un solide partenariat entre l'industrie et le gouvernement. Le cas le plus manifeste est celui la Chine qui à fait un véritable lifting grâce à l’organisation réussie de JO de 2008, malgré de forts contestations et de grandes craintes quand à sa capacité à organiser l’évènement. Le Japon qui était perçu comme la terre de fabrication de la camelote est aujourd’hui un « standard » malgré le scandale de Toyota en début 2010. Cela a été possible grâce à l'intégration de systèmes de normes de qualité dans ses principales industries.

Au Burkina Faso l’institutionnalisation fortement sollicitée par les Etats africains en 1988 du Salon International de l'artisanat de Ouagadougou (SIAO), comme cadre idéal pour les artisans africains qui commercialisent leurs produits sur les marchés nationaux et internationaux. Il faut noter que le SIAO n'a pas seulement pour mission l'organisation de la biennale de l'artisanat africain. Il encourage et facilite également l'organisation de manifestations artistiques, culturelles et commerciales sur son site. En outre, il dispose d'un réseau de compétences, d'une grande expertise en audit, conseil et en formation dans le domaine de l'artisanat. Mais pour le politique, il est avant tout un instrument de promotion interne à travers l’exaltation du sentiment nationaliste des burkinabè et, sur le plan externe un vecteur de l’image de marque du Burkina Faso dans le monde. Le Festival panafricain du cinéma et de la télévision de Ouagadougou (FESPACO) biennale africaine du cinéma, est le fer de lance de la promotion du Burkina Faso. A tel point cette fois-ci c’est le non de l’évènementiel qui sert de repaires : Burkina Faso pays du FESPACO. La signification anecdotique du non du pays est aussi élément de reconnaissance et de valorisation. En Afrique surtout Burkina Faso est désigné par « le pays des hommes intègre ». en effet le nom « Burkina Faso » est une combinaison de plusieurs langues du terroir. « Burkina » en langue nationale « mooré » (langue des mossis) a pour signification « intègre ». « Faso » en langue nationale « dioula » (dialecte du Bambara) signifie « terre des pères, mère patrie ». Ce qui donne en définitive « pays des hommes intègres ». Le Burkina quant à l’appellation de ses habitants a une particularité. En effet, elle ne suit pas les règles grammaticales connues. On dira « un québécois » ou « une québécoise » mais on dira « un burkinabè » ou « une burkinabè » La terminaison « è » vient du «fulfuldé » pour signifier l’appartenance.

A l’instar du Burkina Faso, la plupart des pays africains ont pris la mesure d’importance de la valeur pays et mettent en place des politiques pour la maitrise de leur image de marque.

Mais cela ne se fait pas sans difficultés, car il y a des exemples d'échecs. Sans doute l'un des cas les plus notoires est l'échec de l'image de marque « Cool Britannia », concept reposant essentiellement sur un rêve, plutôt que sur la réalité, et auquel il manquait essentiellement l'adhésion interne des Britanniques eux-mêmes. Un autre échec plus modeste concerne la Malaisie, qui a cherché à bonifier son image en lançant une campagne publicitaire à un moment où les activités terroristes primaient sur toute velléité de changement positif d'image. Comme autres exemples, il faut mentionner l'image de marque du Nigéria, ce géant d’Afrique à la réputation ternie par la corruption, l’instabilité politique et les troubles interreligieux. Pour redorer son blason, le gouvernement a lancé un nouveau logo et un nouveau slogan comme première étape de sa campagne de changement d'image : « Nigeria : Un bon peuple, une grande nation ». Ceci en remplacement du célèbre flop de la précédente campagne : « Nigeria : Cœur de l'Afrique » vouée à l'échec particulièrement en raison du fait que l'expression « Cœur d'Afrique » n'était pas originale et également parce qu'elle avait été lancée de l'étranger, sous l'ex-président Olusegun Obasanjo.

Les politiques de promotion de l'image de marque d'un lieu qui ont pris de l'essor depuis une dizaine année sont marquées par plusieurs caractéristiques :
• une image qui trouve un écho et qui reflète les valeurs et les caractéristiques nationales;
• des allégations fondées sur la réalité;
• des efforts systématiques prolongés qui ciblent en premier lieu le marché national puis les marchés internationaux;
• la volonté de s'assurer que les fondements de la matérialisation des promesses de l'image de marque sont bien en place (comme le droit fiscal, l'éducation et les réformes des infrastructures);
• l'engagement pris par les politiques;
• l'investissement sans faille des entreprises;
• les approches axées sur le marché, notamment l'intensivité des recherches, et l'application de méthodes de segmentation, de ciblage et de positionnement qui sont au cœur des processus de mise en marché;
• une stratégie globale de mise en marché qui dépasse les seules communications;
• des programmes de communication intégrés;
• l'absence d'événements nationaux ou internationaux incontrôlables qui ont des répercussions néfastes sur l'image.

L'influence de l'image de marque du pays sur les exportations est une donnée incontestable à prendre en compte. L'image d'un pays sur les marchés extérieurs dépend de beaucoup de facteurs, dont les politiques de promotion extérieures des gouvernements. Elle peut être compromise par les décisions politiques. La perception négatives à l'égard des pays qui ont une mauvaise image liées aux atrocités commises durant la Deuxième Guerre mondiale, comme par exemple les attitudes des Israéliens à l'égard des produits allemands, des Japonais à l'égard des produits chinois. Toutefois, des faits moins graves peuvent également sérieusement compromettre les relations internationales et l’image d’un pays. Les Australiens ont rejeté les produits français lorsque la France a repris ses essais nucléaires dans le Pacifique en 1995 et on a la preuve que l'impact sur les importations françaises en Australie a duré pendant des années. La guerre en Irak a engendré de nombreux cas d'animosité internationale qui ont eu un impact sur les marchés, notamment la réaction antifrançaise des Américains et l'antiaméricanisme qui sévit en France et dans de nombreux pays musulmans. Dans ces cas, la baisse de l’image de marque d'un pays peut être limitée exclusivement aux consommateurs de certains pays et leur durée peut être variable. Elles peuvent dominer entièrement sur les meilleurs efforts de mise en marché visant. Les opérateurs économiques ne peuvent agir sur les marchés cibles pour modifier cette image. La seule démarche possible est d'essayer d'analyser l'image du pays sur les marchés cible, de l'utiliser dans les plans de marketing si cette image est positive, mais si celle-ci est négative le plus conseillé sera d'utiliser les variable du mix marketing pour détourner l'attention de la cible vers d’autres bénéfices.

14 juillet nouvelle grande fête des africains

Nos excellences Messieurs les présidents d’Afrique (française) pour s’occuper se sont tous (sauf le petit rebel de Mama) rendu à Paris auprès de leur grand frère Nicolas SARKOZY, pour voir leur armées défiler auprès de la grande armée française. Ils sont obligés par devoir de reconnaissance de rendre hommage à cette armée qui à libérée l’Afrique en 1960 de la colonisation par la décolonisation. Bon ! Cela est tout à fait normal car selon Valéry LARBAUD « ne rien trouver ridicule est le signe de l'intelligence complète ».

Monsieur Nicolas SARKOZY occupé à cause de son calendrier chargé ne pourra se rendre aux festivités du 50aire des indépendances, de ses grands amis et frères des 13 pays africains francophones. Néanmoins, les grands frères africains auront tous le privilège de recevoir les visites de ses représentants, de haut rang, conduit par un Secrétaire d’Etat à la coopération. Encore bon ! Cela est tout à fait normal parce Monsieur le Président s’occupe d’abord des affaires de la France. N’oublions pas qu’il doit sauver son gouvernement de la tempête « politico-médiatico-financière » orchestrée par suivez mon regard...

A la télé, j'ai vu nos vaillants soldats, jeunes et beaux, costaux et courageux, propres et sapés dans les ténues de camouflage de chez Marck (made in France) ou en tenue exotique indigène (pour faire authentique quoi), marqués le pas (1, 2) sur les Champs Elysées (Eh Dja!) au côté de leur frères d’armes. Les colonels qui les ont conduits ont tous dit à la télé française être fières et honorés d’être là pour célébrer les 50 ans de l’indépendance de leur pays.

Ah ! C’était beaux dè! Même les immigrés avec papiers et sans papiers sont passés à la télé en direct et ont dit aux journalistes être très ému, fières de voir la puissance de leur pays s’étaler aux yeux des français. Il se sont dit « Maintenant y aura respect vous verrez! ils vont voir que nous aussi nous ne sommes pas des petits.».

C’est vrai que nous les africains on adore les fêtes. Donc une de plus c’est bon. C'est pour ca qu'en plus de Halloween (pour faire statois) on va fêter le 14 juillet aussi (pour faire branché de Petit Paris de Ouagadougou). Mais Dieu est grand oh! Après les fêtes, un jour on va travailler aussi pour que les français viennent célébrer le 14 juillet à la fête national du Cameroun le 20 mai.

Bonne chance à nous tous.