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Le Nation Branding, Pour Une Nouvelle Perception Des Capitales D'afrique

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Le Nation Branding, Pour Une Nouvelle Perception Des Capitales D'afrique Mémoire de Recherche : Rose-Eliane N’DIAYE Le nation branding, pour une nouvelle perception des capitales d’Afrique de l’Ouest. Étude de Cas : Dakar (Sénégal) et l’implantation du World Trade Center Dakar Université de Bourgogne (Dijon) – Département UFR des langues et communication Master de recherche Communication et Médiation – Promotion 2012-2013 Directeur du mémoire de recherche : Monsieur Alexander Frame Directeur de la formation : Monsieur Pascal LARDELLIER Remerciements Je tiens, dans un premier temps, à remercier Monsieur Pascal Lardellier, Responsable de la Formation, de m’avoir poussée à intégrer sa formation. Mes remerciements s’adressent également à Monsieur Alexander Frame, directeur de mémoire, qui a su me conseiller et m’encourager dans la construction de ce mémoire. J’ai pu travailler et effectuer mes recherches dans un cadre agréable, grâce aux différents échanges que j’ai pu avoir avec les intervenants et camarades de classe, avec une attention particulière pour Alain et Laurent. J’adresse aussi mes remerciements à ma grand-mère, mon oncle et ma meilleure amie pour les encouragements. Rose-Eliane N’diaye Résumé Comme les marques commerciales, les pays ont besoin, plus que jamais, de mettre en place de véritables campagnes de communication pour conquérir de nouveaux investisseurs et susciter dans notre imaginaire des représentations positives. La course aux investisseurs, pour attirer les capitaux sur les territoires, est féroce pour toutes les nations dans notre contexte de crise financière mondiale. Le nation branding est un concept qui permet de répondre en partie à cette problématique, en proposant des outils stratégiques destinés à créer de nouvelles représentations ou renforcer celles existantes. La problématique des villes d’Afrique de l’Ouest nous intéresse en particulier, car nous avons intégré cette année le département de la communication du World Trade Center Dakar (WTC Dakar). Ce centre d’affaires international est une filiale de la World Trade Center Association (WTC basée à New York). La société sénégalaise propose des prestations de services pour soutenir les acteurs économiques sénégalais et encadrer les potentiels investisseurs souhaitant s’implanter sur le territoire et/ou en Afrique de l’Ouest. Dans ce mémoire de recherche, nous exposons le constat suivant : les capitales de cette région du monde souffrent encore d’une image négative auprès de potentiels investisseurs, elles ne parviennent pas à valoriser les opportunités d’affaires qu’elles détiennent. Le Sénégal est un pays qui s’inscrit dans ce paradoxe d’image projetée et d’opportunités multisectorielles. Dans notre étude, nous tenterons de répondre à la problématique qui suit : comment, d’une part, faire sens à travers des supports de communication écrits auprès des investisseurs étrangers et, d’autre part, capitaliser sur l’implantation du World Trade Center Dakar ? Quels sont les outils sémiotiques de la sémiotique sur lesquels nous pouvons nous analyser les outils de communication proposés ? Abstract Like trademarks, countries need more than ever to establish real communication campaigns in order to win new investors and stimulate our imagination with positive representations and powerful symbols. Indeed, the race to "investors" to attract capital in the territories is difficult for all nations in our context of financial and global crisis. The Nation Branding is a concept that allows a partial response to this problem of cities. Offering strategic tools to create new representations or strengthen existing ones for example through media written or oral communication with key messages and qualitative image objectives. The problems of cities in West Africa particularly concerns us because we work in the Department of Communication of the Dakar World Trade Center (WTC Dakar). This international business center is a subsidiary of the World Trade Center Association (WTCA-New York). The company provides services to support the Senegalese economic actors and help potential investors to locate on Senegalese territory or in West Africa. In this research we focused on this following statement: this region is suffering from a negative image to potential investors. The countries fail to enhance the business opportunities that they had. The concept of Nation Branding has already demonstrate it can be a key to "create" new symbols and positive representations. In our study we try to answer to the following problem: how to enhance the image of the city of Dakar to potential investors and capitalize on the implementation of the World Trade Center Dakar ? What are the tools of the Nation Branding we can use to build key messages that make sense to this target ? Table des abréviations AMA : American Marketing Association APIX : Promotion des Investissements et des Grands Travaux BAD : Banque Africaine de Développement CB : City Branding CDEAO : Communauté des États de l’Afrique de l’Ouest CFA : Francs des Colonies Françaises d’Afrique FMI : Fonds Monétaire International IDE : Investissements Directs Étrangers INPI : Institut National de la Protection Industrielle NB : Nation Branding UNESCO : Organisations des Nations Unies pour l’Éducation, la Science et la Culture RSE : Responsabilité Sociétale ou Sociale de l’Entreprise SIC : Sciences de l’Information et de la Communication WTC : World Trade Center WTCA : World Trade Center Association WTC Dakar : World Trade Center Dakar Table des matières Remerciements..…………………………………………………………………………………………….Page.2 Résumé..……………………………………………………………………………………………………..Page.3 Abstract ……………………………………………………………………………………………………..Page.4 Table des abréviations…………………………………………………………………………………......Page.5 Table des matières………………………………………………………………………………………….Page.6 Introduction………………………………………………………………………………………………….Page.9 Chapitre 1 : le cadre conceptuel et théorique de la recherche 1.1 Le champ de la recherche et la revue littéraire ..……………………………………………...Page.12 1.1.1 Origine(s) et définition(s) du Nation Branding..……………………………………………….Page.12 1.1.2 Apport du professeur Keith Dinnie et son influence dans le domaine……………………..Page.13 1.1.3 La composante organique du nation branding : culture du territoire...…………………….Page.20 1.1.4 Les stéréotypes culturels……………………………………………………………………….Page.26 1.1.5 Le pouvoir d’évocation des territoires : exemple de la ville de Lyon qui se construit une nouvelle image……………………………………………………………………………………………Page.28 1.2 La marque : un caractère multidimensionnel………………………………………………….Page.30 1.2.1 Approches de la notion de marque……………………………………………………………Page.32 1.2.2 Apport de Ferdinand de Saussure : la marque « signifiante » et « signifiée »..…………Page.34 1.2.3 Qu’est-ce qu’une image de marque ? ………………………………………………………Page.36 1.2.4 L’identité de marque…………………………………………………………………………..Page.37 1.2.4.1 Le modèle du Prisme d’Identité……………………………………………………………..Page 37 1.2.4.2 Le modèle de Fonds de marque……………………………………………………………Page.38 1.2.5 De la marque au branding………………………………………………………………….Page.40 Chapitre 2 : La composante économique du nation branding La Communauté des Etats de l’Afrique de l’Ouest (CDEAO) : un paradoxe entre image perçue et les tendances économiques et sociales. 2.1 Le réveil de la région Ouest Africaine……………………………………………………….Page 45 2.1.1 Le contexte macroéconomique…………………………………………………………….Page 45 2.1.2 Une perception globale en voie d’amélioration…………………………………………..Page 47 2.2 Le Sénégal : pays de la terranga* (*hospitalité en wolof), un territoire qui consolide de fortes opportunités d’affaires………………………………………………………………………...Page 51 2.2.1 Présentation générale……………………………………………………………………....Page 51 2.2.2 Les composantes organiques et économiques du Sénégal……………………………Page 55 2.2.2.1 La composante organique : les éléments culturels……………………………………..Page 55 2.2.2.2 La composante économique : les opportunités d’affaires……………………………..Page 55 Chapitre 3 : Le WTC Dakar, la marque fille du Nation Branding sénégalais qui améliorer l’image perçue de la ville auprés des investisseurs étrangers 3.1 Présentation générale de l’entreprise World Trade Center Dakar (WTC Dakar)…..Page 58 3.1.1 Le WTC Dakar…………………………………………………………………………….Page 58 3.1.2 Les prestations de services……………………………………………………………..Page 59 3.1.3 La World Trade Center Association (WTCA), une marque forte auprés de clientèle d’affaires internationales……………………………………………………………………………Page 62 3.2 Le département de la communication du WTC Dakar……………………………….Page 64 3.2.1 La mission et les objectifs……………………………………………………………...Page 64 3.2.2 Le diagnostic de communication………………………………………………………Page 65 3.2.3 Le brief créatif …………………………………………………………………………..Page 66 3.2.4 Apports des chercheurs pour la conception d’outils de communication écrits…. Page 69 3.2.5 Présentation synthétique des supports de communication écrits réalisés………Page 69 3.2.5.1 Le dépliant trois volets 1WTC Dakar en version anglaise…………………………Page 73 3.2.5.2 Le lancement de la Newsletter WTC Dakar………………………………………..Page 76 3.2.5.3 Le pack prestige en cours de construction 1 Chapitre 4 : La méthodologie de la recherche 4.1 La recherche en Sciences de l’Information et de la Communication et le constat de la cherche ………………………………………………………………………………………………………………Page 79 4.2 Le constat……………………………………………………………………………………………..Page 79 4.3 La problématique de la recherche..………………………………………………………………..Page 80 4.4 Les objectifs et apports de la recherche………………………………………………………….Page 80 4.5 L’hypothèse de recherche………………………………………………………………………....Page 81 4.6 L’échantillon……………………………………………………………………….........................Page 81 4.7 La
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