{"id":921,"date":"2026-02-05T07:36:21","date_gmt":"2026-02-05T07:36:21","guid":{"rendered":"https:\/\/alys-portfolio.fr\/?page_id=921"},"modified":"2026-02-05T10:12:35","modified_gmt":"2026-02-05T10:12:35","slug":"refonte-dune-marque","status":"publish","type":"page","link":"https:\/\/alys-portfolio.fr\/index.php\/refonte-dune-marque\/","title":{"rendered":"Refonte d&rsquo;une marque"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"921\" class=\"elementor elementor-921\">\n\t\t\t\t<div class=\"elementor-element elementor-element-78bc651 e-flex e-con-boxed e-con e-parent\" data-id=\"78bc651\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-35ed465 elementor-widget elementor-widget-spacer\" data-id=\"35ed465\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\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<div class=\"elementor-element elementor-element-9173f0c e-con-full e-flex e-con e-child\" data-id=\"9173f0c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5f312d1 elementor-widget__width-initial elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"5f312d1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<a class=\"elementor-icon\" href=\"https:\/\/alys-portfolio.fr\/index.php\/projets-academique\/\">\n\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-home\" viewBox=\"0 0 576 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M280.37 148.26L96 300.11V464a16 16 0 0 0 16 16l112.06-.29a16 16 0 0 0 15.92-16V368a16 16 0 0 1 16-16h64a16 16 0 0 1 16 16v95.64a16 16 0 0 0 16 16.05L464 480a16 16 0 0 0 16-16V300L295.67 148.26a12.19 12.19 0 0 0-15.3 0zM571.6 251.47L488 182.56V44.05a12 12 0 0 0-12-12h-56a12 12 0 0 0-12 12v72.61L318.47 43a48 48 0 0 0-61 0L4.34 251.47a12 12 0 0 0-1.6 16.9l25.5 31A12 12 0 0 0 45.15 301l235.22-193.74a12.19 12.19 0 0 1 15.3 0L530.9 301a12 12 0 0 0 16.9-1.6l25.5-31a12 12 0 0 0-1.7-16.93z\"><\/path><\/svg>\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7034df4 elementor-widget elementor-widget-button\" data-id=\"7034df4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/alys-portfolio.fr\/index.php\/projets-academique\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Retours aux projets acad\u00e9miques<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a99490 elementor-widget elementor-widget-spacer\" data-id=\"7a99490\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\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\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8c36141 projects-grid project-item pole-audiovisuel pole-communication comp-concevoir comp-exprimer  e-flex e-con-boxed e-con e-parent\" data-id=\"8c36141\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7e2cf5b e-con-full e-flex e-con e-child\" data-id=\"7e2cf5b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f403b5b elementor-widget elementor-widget-heading\" data-id=\"f403b5b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Puma aero Jump<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3527180 elementor-widget elementor-widget-image\" data-id=\"3527180\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"709\" height=\"711\" src=\"https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2025-11-19-a-16.24.10-2.png\" class=\"attachment-large size-large wp-image-969\" alt=\"\" srcset=\"https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2025-11-19-a-16.24.10-2.png 709w, https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2025-11-19-a-16.24.10-2-300x300.png 300w, https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2025-11-19-a-16.24.10-2-150x150.png 150w\" sizes=\"(max-width: 709px) 100vw, 709px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-778c496 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"778c496\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">20\/10\/2025 IUT de Toulon MMI<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df39217 elementor-widget elementor-widget-heading\" data-id=\"df39217\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5W<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fb1bf2d e-con-full e-flex e-con e-child\" data-id=\"fb1bf2d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-73b4813 elementor-widget elementor-widget-text-editor\" data-id=\"73b4813\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"728\" data-end=\"980\">Ce projet a \u00e9t\u00e9 r\u00e9alis\u00e9 <strong data-start=\"752\" data-end=\"765\">en groupe<\/strong> avec <strong data-start=\"771\" data-end=\"819\">B\u00e9atrice Barel, Armelle Ghisleri et moi-m\u00eame<\/strong>, dans le cadre du BUT MMI. Nous avons travaill\u00e9 collectivement sur l\u2019analyse de la marque, la r\u00e9flexion strat\u00e9gique et la construction du plan de communication.<\/p><p data-start=\"982\" data-end=\"1140\">Il s\u2019agit d\u2019un <strong data-start=\"997\" data-end=\"1049\">projet d\u2019analyse strat\u00e9gique et de communication<\/strong>, centr\u00e9 sur la cr\u00e9ation d\u2019un produit fictif, la <strong data-start=\"1098\" data-end=\"1116\">Puma AERO JUMP<\/strong>. Le projet comprend :<\/p><ul data-start=\"1141\" data-end=\"1480\"><li data-start=\"1141\" data-end=\"1219\"><p data-start=\"1143\" data-end=\"1219\">L\u2019analyse de l\u2019identit\u00e9 de marque et la construction du prisme de Kapferer<\/p><\/li><li data-start=\"1220\" data-end=\"1266\"><p data-start=\"1222\" data-end=\"1266\">La d\u00e9finition du positionnement du produit<\/p><\/li><li data-start=\"1267\" data-end=\"1332\"><p data-start=\"1269\" data-end=\"1332\">L\u2019identification des cibles et des objectifs de communication<\/p><\/li><li data-start=\"1333\" data-end=\"1415\"><p data-start=\"1335\" data-end=\"1415\">La formulation de recommandations strat\u00e9giques et de supports de communication<\/p><\/li><li data-start=\"1416\" data-end=\"1480\"><p data-start=\"1418\" data-end=\"1480\">La cr\u00e9ation d\u2019un storytelling align\u00e9 avec l\u2019ADN de la marque<\/p><\/li><\/ul><p data-start=\"1482\" data-end=\"1640\">Le projet a \u00e9t\u00e9 r\u00e9alis\u00e9 au cours de l\u2019ann\u00e9e de <strong data-start=\"1529\" data-end=\"1540\">BUT MMI<\/strong>, dans le cadre d\u2019un enseignement d\u00e9di\u00e9 \u00e0 l\u2019<strong data-start=\"1584\" data-end=\"1639\">analyse strat\u00e9gique de marque et \u00e0 la communication<\/strong>.<\/p><p data-start=\"1642\" data-end=\"1800\">Le travail a \u00e9t\u00e9 men\u00e9 \u00e0 l\u2019IUT et en travail de groupe, \u00e0 travers des phases de recherche, d\u2019analyse, de r\u00e9flexion collective et de r\u00e9daction du dossier final.<\/p><p data-start=\"1802\" data-end=\"2114\">L\u2019objectif \u00e9tait de <strong data-start=\"1822\" data-end=\"1864\">comprendre les fondements d\u2019une marque<\/strong>, d\u2019analyser son territoire, sa personnalit\u00e9 et ses valeurs, afin de proposer une orientation strat\u00e9gique coh\u00e9rente. Ce projet mobilise les comp\u00e9tences Comprendre, Concevoir, Exprimer et Entreprendre, en lien direct avec la communication strat\u00e9gique.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-105d694 e-con-full e-flex e-con e-child\" data-id=\"105d694\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5d02d30 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"5d02d30\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Prisme de marque, positionnement, strat\u00e9gie, storytelling<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-888cf2f elementor-widget__width-initial elementor-absolute elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-image\" data-id=\"888cf2f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_position&quot;:&quot;absolute&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"682\" height=\"1024\" src=\"https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/vase-fleur-682x1024.png\" class=\"attachment-large size-large wp-image-687\" alt=\"\" srcset=\"https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/vase-fleur-682x1024.png 682w, https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/vase-fleur-200x300.png 200w, https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/vase-fleur-768x1152.png 768w, https:\/\/alys-portfolio.fr\/wp-content\/uploads\/2026\/02\/vase-fleur.png 853w\" sizes=\"(max-width: 682px) 100vw, 682px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa0d61d elementor-widget elementor-widget-heading\" data-id=\"aa0d61d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">En quelques mots...<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bf4fcd0 e-con-full e-flex e-con e-child\" data-id=\"bf4fcd0\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8936b0a elementor-widget elementor-widget-text-editor\" data-id=\"8936b0a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Dans ce projet d\u2019analyse strat\u00e9gique, nous avons travaill\u00e9 sur la <strong data-start=\"341\" data-end=\"414\">refonte de l\u2019image de la marque <span class=\"hover:entity-accent entity-underline inline cursor-pointer align-baseline\"><span class=\"whitespace-normal\">Puma<\/span><\/span><\/strong> \u00e0 travers la cr\u00e9ation d\u2019un produit fictif : la <strong data-start=\"462\" data-end=\"480\">Puma AERO JUMP<\/strong>.<br data-start=\"481\" data-end=\"484\" \/>L\u2019objectif \u00e9tait de redorer l\u2019image de la marque et de booster sa communication en construisant un <strong data-start=\"583\" data-end=\"617\">plan de communication coh\u00e9rent<\/strong>, bas\u00e9 sur une analyse approfondie de son identit\u00e9, de son positionnement et de ses valeurs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc06c61 elementor-widget elementor-widget-heading\" data-id=\"bc06c61\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">D\u00e9tails<\/h2>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-79ac49e e-con-full e-flex e-con e-child\" data-id=\"79ac49e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b457c62 elementor-widget elementor-widget-text-editor\" data-id=\"b457c62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"199\" data-end=\"246\"><strong data-start=\"199\" data-end=\"236\">Strat\u00e9gie &amp; plan de communication<\/strong><br data-start=\"236\" data-end=\"239\" \/>Figma<\/p><p data-start=\"248\" data-end=\"289\"><strong data-start=\"248\" data-end=\"278\">Cr\u00e9ation du produit fictif<\/strong><br data-start=\"278\" data-end=\"281\" \/>Gemini<\/p><p data-start=\"291\" data-end=\"325\"><strong data-start=\"291\" data-end=\"318\">Temps de travail estim\u00e9<\/strong><br data-start=\"318\" data-end=\"321\" \/>9h<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7a8033 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"a7a8033\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/alys-portfolio.fr\/index.php\/contact\/\">Me contacter pour un projet similaire<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Retours aux projets acad\u00e9miques Puma aero Jump 20\/10\/2025 IUT de Toulon MMI 5W Ce projet a \u00e9t\u00e9 r\u00e9alis\u00e9 en groupe avec B\u00e9atrice Barel, Armelle Ghisleri et moi-m\u00eame, dans le cadre du BUT MMI. Nous avons travaill\u00e9 collectivement sur l\u2019analyse de la marque, la r\u00e9flexion strat\u00e9gique et la construction du plan de communication. Il s\u2019agit d\u2019un [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-921","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/pages\/921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/comments?post=921"}],"version-history":[{"count":19,"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/pages\/921\/revisions"}],"predecessor-version":[{"id":1078,"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/pages\/921\/revisions\/1078"}],"wp:attachment":[{"href":"https:\/\/alys-portfolio.fr\/index.php\/wp-json\/wp\/v2\/media?parent=921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}