How is the representation of a brand by the public constructed? The public's perception of a brand is built by sedimentation: from communication to communication, from expression to expression. Whether it concerns customer, financial, institutional advertising, sponsorship, patronage, recruitment or press relations, all communication actions have one thing in common: they are at the service of the brand. This brand is unique, but it has multiple facets depending on whether it speaks: Image for all its audiences, Products for consumers, Career for candidates, Results and strategy for shareholders, analysts, financial journalists, Values and goals for society. These levels of communication are not concurrent, but complementary: each type of communication has a role to play; in synergy and consistency with others since the perception of a brand by its audiences is not the result of an action or a communication discipline.…
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