Valeur marketing et valeur financière de la marque : Vers un modèle intégrateur

If marketing researchers were interested for a long time in the concept of brand, recently, it interests also numerous researches in finance. This article aims at defining the concept of brand according to the marketing approach (Customer-based brand equity) as well as according to the accounting and financial approach (Firm-based brand equity). Furthermore, the article presents an inventory of researches about the impact of brands on stock market prices from these two approaches. Then we wonder about the possibility of inventing an integrative model of brand.