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227.More information
This paper analyses the antecedents of internal and external resistance to brand name change, and its consequences on brand equity. A qualitative research, based on interviews carried out with 10 managers and 40 consumers, suggest that both internally and externally the level of implication, the perceived benefits of change, as well as the attachment to the substituted brand may decrease resistance to change. We suggest diverse means in order to optimize the management of resistance to brand change, thus favoring the transfer of the capital of the abandoned brand to the new brand.
Keywords: résistance au changement, changement de nom de marque, capital de marque, capital immatériel, resistance to change, brand name change, brand equity, immaterial capital, resistencia al cambio, cambio de nombre de marca, capital de marca, capital inmaterial
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228.More information
The enactment of the Indian Act by the Canadian authorities imposed on Indian societies a new political world. Therefore the latter had to deal with the system of band councils by adapting and reorganizing their political ways. Did the Algonquian diplomatic tradition, which was very active in the XVIIth century and even during part of the XVIIIth century, also transform? Since the 1970's and the movements to assert the rights of Indigenous Peoples, the band councils relations are no longer limited to the Canadian government, to other indigenous nations or relations with non- Aboriginal local, regional, provincial or pan-Canadian authorities. They now extend to the international arena. Can the word diplomacy be used in the context of contemporary band councils? Focusing on the Algonquin community of Kitigan Zibi, the author explores the active participation of the band in meetings with the ambassadors of different countries represented in Ottawa. The assertion of a national identity and the political recognition of the band are at the heart of the action taken by the Anishnabeg.