{"id":28640,"date":"2019-09-30T11:09:05","date_gmt":"2019-09-30T11:09:05","guid":{"rendered":"https:\/\/www.open-up.ch\/%e1%8e%97-expertise\/%e1%8e%97-positionnement-de-marque\/"},"modified":"2023-04-05T13:16:47","modified_gmt":"2023-04-05T13:16:47","slug":"positionnement-de-marque","status":"publish","type":"page","link":"https:\/\/www.open-up.ch\/fr\/expertise\/positionnement-de-marque\/","title":{"rendered":"\u1397 Positionnement de marque"},"content":{"rendered":"\t\t
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Positionnement de marque<\/strong><\/h1>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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D\u00e9couvrir de nouvelles facettes et trouver un positionnement clair<\/strong><\/h2>\n

Les innovations, les nouveaux produits ou les changements du march\u00e9 influencent le positionnement d’une entreprise. Pour r\u00e9ussir \u00e0 long terme, il faut avoir un profil clair et ne jamais perdre de vue la gestion de la marque. Ensemble, nous d\u00e9finissons ce qui doit \u00eatre pr\u00e9serv\u00e9 et les domaines dans lesquels la marque doit se r\u00e9inventer.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Comment la marque est-elle g\u00e9r\u00e9e activement ? Ses valeurs et son positionnement sont-ils d\u00e9finis ? Quelle expertise la marque transmet-elle ? La marque remplit-elle ses promesses ? La marque tient-elle compte de la dynamique de march\u00e9?<\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Nos consultants accompagnent les entreprises et les membres de la direction dans la phase strat\u00e9gique consistant \u00e0 affiner ou \u00e0 red\u00e9velopper l’identit\u00e9 de marque d’une entreprise (Brand Identity).<\/p>\n

\u00a0<\/i><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Nous conseillons<\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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  • Etat des lieux de l’identit\u00e9 et des valeurs<\/li>\r\n \t
  • Revue strat\u00e9gique de la marque<\/li>\r\n \t
  • Positionnement et profil de la marque<\/li>\r\n \t
  • D\u00e9finition des valeurs, vision et mission<\/li>\r\n \t
  • Mise en \u0153uvre des valeurs<\/li>\r\n \t
  • Communication avec les parties prenantes<\/li>\r\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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    Nous mettons en \u0153uvre<\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    • Positionnement th\u00e9orique<\/li>\r\n \t
    • Ateliers autour de la marque<\/li>\r\n \t
    • Soutien lors de la conception\/\u00e9laboration de la marque<\/li>\r\n \t
    • Mise en \u0153uvre et communication des valeurs<\/li>\r\n \t
    • Processus de charte<\/li>\r\n \t
    • Gestion de la r\u00e9putation<\/li>\r\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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      L'identit\u00e9 d'une marque<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      5 \u00e9l\u00e9ments d’un positionnement de marque r\u00e9ussi<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      1. les valeurs<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Que repr\u00e9sente la marque et quelles valeurs incarne-t-elle?<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      2. comp\u00e9tences<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Quelles sont les prestations que je peux attendre?<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      3. tonalit\u00e9<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Comment la marque se pr\u00e9sente-t-elle? Quel est son style?<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      4. positionnement<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      D\u00e9duire le positionnement th\u00e9orique \u00e0 partir des valeurs, des comp\u00e9tences et de la tonalit\u00e9. Comment se diff\u00e9rencie-t-elle des autres?<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      5. Strat\u00e9gie<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      D\u00e9finir une strat\u00e9gie de communication avec des messages cl\u00e9s, d\u00e9terminer les moyens et les canaux de mise en \u0153uvre.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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      \u1397 Les principales questions sur le positionnement de la marque<\/strong><\/h4>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      \n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t arrow_white_down<\/title> Created with Sketch.<\/desc> Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Que signifie le positionnement d'une marque?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9611\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-9611\"><p>Le positionnement d’une marque est la prise d’une position d\u00e9lib\u00e9r\u00e9ment choisie sur le march\u00e9. L’identit\u00e9 de l’entreprise (Corporate Identity) refl\u00e8te l\u2019image de l\u2019entreprise vers l’ext\u00e9rieur, dans l’ensemble des repr\u00e9sentations des diff\u00e9rentes parties prenantes, l’image de l’entreprise.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9612\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-9612\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Quels sont les \u00e9l\u00e9ments d'une identit\u00e9 de marque?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9612\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-9612\"><p>Transpos\u00e9s \u00e0 un individu, ce sont les facteurs qui le caract\u00e9risent. Comment se comporte-t-elle ou agit-elle (Corporate Behaviour), \u00e0 quoi ressemble-t-elle ou ressemble-t-il (Corporate Design) et comment s’exprime-t-elle ou s’exprime-t-il (Corporate Communications\/language)?<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9613\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-9613\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Que signifie Corporate Behaviour?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9613\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-9613\"><p>Le Corporate Behaviour d\u00e9crit le comportement d’une entreprise vis-\u00e0-vis de l’ext\u00e9rieur. La situation est d\u00e9licate lorsque la charte, la culture d’entreprise et les valeurs de l’entreprise sont formul\u00e9es en interne, mais ne sont pas v\u00e9cues vers l’ext\u00e9rieur et ressenties en cons\u00e9quence par les parties prenantes.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9614\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-9614\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Que signifie Corporate Design?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9614\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-9614\"><p>Le design d\u00e9finit l’identit\u00e9 visuelle d’une marque. Il s’exprime \u00e0 travers le logo de l’entreprise, les cartes de visite, le site web, bref dans tout le mat\u00e9riel que l’entreprise utilise dans le cadre de sa communication.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9615\" class=\"elementor-tab-title\" data-tab=\"5\" role=\"button\" aria-controls=\"elementor-tab-content-9615\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Qu'est-ce que le Corporate Language?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9615\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"region\" aria-labelledby=\"elementor-tab-title-9615\"><p>Le Corporate Language d\u00e9finit un langage sp\u00e9cifique et adapt\u00e9 au groupe cible qui est utilis\u00e9 dans l’entreprise. Les termes sont utilis\u00e9s de mani\u00e8re uniforme afin de garantir la compr\u00e9hension et la coh\u00e9rence des propos.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9616\" class=\"elementor-tab-title\" data-tab=\"6\" role=\"button\" aria-controls=\"elementor-tab-content-9616\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Qu'est-ce qu'une promesse de performance?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9616\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"6\" role=\"region\" aria-labelledby=\"elementor-tab-title-9616\"><p>La proposition de valeur (=Value Proposition) est la r\u00e9ponse \u00e0 la question de savoir quelle prestation et quel avantage la marque, respectivement le produit ou le service, apporte au client. Selon les caract\u00e9ristiques, les avantages(la valeur ajout\u00e9e) sont v\u00e9hicul\u00e9s explicitement ou implicitement.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9617\" class=\"elementor-tab-title\" data-tab=\"7\" role=\"button\" aria-controls=\"elementor-tab-content-9617\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Qu'est-ce qu'un credibility gap?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9617\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"7\" role=\"region\" aria-labelledby=\"elementor-tab-title-9617\"><p>Si le positionnement th\u00e9orique et la promesse de prestation ne se concr\u00e9tisent pas lors du contact et de l’exp\u00e9rience avec la marque et le comportement des collaborateurs vis-\u00e0-vis du client, il y a un manque de confiance. La cr\u00e9dibilit\u00e9 est \u00e9branl\u00e9e. En bref, lorsque l’image de soi et l’image des autres ne se recoupent pas.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9618\" class=\"elementor-tab-title\" data-tab=\"8\" role=\"button\" aria-controls=\"elementor-tab-content-9618\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Quelle est l'importance des valeurs d'entreprise?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9618\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"8\" role=\"region\" aria-labelledby=\"elementor-tab-title-9618\"><p>Pour aligner l’ensemble des actions d’une entreprise sur sa vision, une compr\u00e9hension des valeurs bien impl\u00e9ment\u00e9e est cruciale. Les collaborateurs savent ce que la marque repr\u00e9sente et quelles valeurs elle incarne. Les valeurs (brand values) r\u00e9sument l’attitude fondamentale de la marque.<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-9619\" class=\"elementor-tab-title\" data-tab=\"9\" role=\"button\" aria-controls=\"elementor-tab-content-9619\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Comment na\u00eet une charte?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-9619\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"9\" role=\"region\" aria-labelledby=\"elementor-tab-title-9619\"><p>Il existe diff\u00e9rentes m\u00e9thodes pour \u00e9laborer une charte. Pour simplifier, on peut dire soit “top-down”, soit “buttom up”. Cela signifie que soit la direction de l’entreprise impose une charte (directive), soit une organisation doit se consacrer \u00e0 un processus de charte \u00e0 mettre en place, initi\u00e9 par la direction mais non impos\u00e9 (participatif).<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-toggle-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-96110\" class=\"elementor-tab-title\" data-tab=\"10\" role=\"button\" aria-controls=\"elementor-tab-content-96110\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon elementor-toggle-icon-left\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-closed\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_down<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_down\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-toggle-icon-opened\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"12\" xml:space=\"preserve\"> <title>arrow_white_up<\/title> <desc>Created with Sketch.<\/desc> <g> <title>Layer 1<\/title> <g transform=\"rotate(180, 9.5, 6)\" id=\"Page-1\"> <g id=\"index\"> <g id=\"about\"> <g id=\"Group-13\"> <g id=\"plus\"> <g id=\"arrow_white_up\"> <polygon id=\"Path\" class=\"st0\" points=\"19,2.300048828125 16.800048828125,0 9.5,7.5 2.199951171875,0 0,2.300048828125 9.5,12 \" fill=\"#fff\"><\/polygon> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g> <\/g><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-toggle-title\" tabindex=\"0\">Qu'est-ce qu'un profil de marque?<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div id=\"elementor-tab-content-96110\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"10\" role=\"region\" aria-labelledby=\"elementor-tab-title-96110\"><p>Cet outil r\u00e9sume les principaux \u00e9l\u00e9ments de la marque. Il d\u00e9finit les comp\u00e9tences cl\u00e9s, les valeurs et le caract\u00e8re de la marque. Le profil (brand identity) r\u00e9pond aux questions fondamentales : que fait la marque? Comment nous diff\u00e9rencions-nous ? Qu’est-ce qui caract\u00e9rise notre marque?<\/p>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dc500e9 elementor-section-full_width left right elementor-section-height-default elementor-section-height-default\" data-id=\"dc500e9\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{"background_background":"classic"}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d18306b\" data-id=\"d18306b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-31cf1d4 elementor-widget elementor-widget-text-editor\" data-id=\"31cf1d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Quelques-uns de nos travaux dans le domaine du positionnement de la marque<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3dd74ff elementor-section-full_width left right elementor-section-height-default elementor-section-height-default\" data-id=\"3dd74ff\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1ffcacf\" data-id=\"1ffcacf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-77bbb2e ee-posts-align-bottom arbtab2 tabinner ee-grid-columns-3 ee-grid-columns-tablet-2 ee-grid-columns-mobile-1 elementor-widget elementor-widget-posts-extra\" data-id=\"77bbb2e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{"classic_layout":"masonry","classic_grid_columns_spacing":{"unit":"px","size":15,"sizes":[]},"columns":"3","columns_tablet":"2","columns_mobile":"1","classic_grid_columns_spacing_tablet":{"unit":"px","size":12,"sizes":[]},"classic_grid_columns_spacing_mobile":{"unit":"px","size":0,"sizes":[]}}\" data-widget_type=\"posts-extra.classic\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"ee-posts__nothing-found\">It seems we can't find what you're looking for.<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f3c6490 elementor-section-full_width left right elementor-section-height-default elementor-section-height-default\" data-id=\"f3c6490\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cc55af9\" data-id=\"cc55af9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1f47ca4 elementor-widget elementor-widget-ee-breadcrumbs\" data-id=\"1f47ca4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"ee-breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"ee-breadcrumbs\" itemscope=\"\" itemtype=\"http:\/\/schema.org\/BreadcrumbList\"><\/ul>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-75b28e0 elementor-section-stretched elementor-section-full_width linkcolorblue elementor-section-height-default elementor-section-height-default\" data-id=\"75b28e0\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{"stretch_section":"section-stretched","background_background":"classic"}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-75c3137\" data-id=\"75c3137\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1de8703 elementor-widget elementor-widget-spacer\" data-id=\"1de8703\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Positionnement de marque D\u00e9couvrir de nouvelles facettes et trouver un positionnement clair Les innovations, les nouveaux produits ou les changements du march\u00e9 influencent le positionnement d’une entreprise. Pour r\u00e9ussir \u00e0 long terme, il faut avoir un profil clair et ne jamais perdre de vue la gestion de la marque. Ensemble, nous d\u00e9finissons ce qui doit … <a title=\"\u1397 Positionnement de marque\" class=\"read-more\" href=\"https:\/\/www.open-up.ch\/fr\/expertise\/positionnement-de-marque\/\">Lire la suite<span class=\"screen-reader-text\">\u1397 Positionnement de marque<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":28157,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-28640","page","type-page","status-publish"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Positionnement de marque | open up<\/title>\n<meta name=\"description\" content=\"Notre objectif est de renforcer l'identit\u00e9 de votre entreprise. Nous vous aidons volontiers \u00e0 trouver la meilleure strat\u00e9gie pour le positionnement th\u00e9orique de votre marque.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.open-up.ch\/fr\/expertise\/positionnement-de-marque\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Positionnement de marque | open up\" \/>\n<meta property=\"og:description\" content=\"Notre objectif est de renforcer l'identit\u00e9 de votre entreprise. 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