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224<li class="nav-item"><a href="/fr/actualites" title="" class="nav-link">Actualités</a></li> 225<li class="nav-item"><a href="/fr/agenda" title="" class="nav-link">Agenda</a></li> 226<li class="nav-item dropdown"><span title="" class="nav-link dropdown-toggle nolink" data-target="#" data-toggle="dropdown" tabindex="0">Médias</span><ul class="dropdown-menu"><li class="first nav-item"><a href="/fr/galerie" title="" class="nav-link">Galerie</a></li> 227<li class="nav-item"><a href="/fr/videos" title="" class="nav-link">Vidéos</a></li> 228<li class="last nav-item"><a href="/fr/bibliotheque" title="" target="_blank" class="nav-link">Documents</a></li> 229</ul></li> 230<li class="last nav-item dropdown"><span title="" class="nav-link dropdown-toggle nolink" data-target="#" data-toggle="dropdown" tabindex="0">Contact</span><ul class="dropdown-menu"><li class="first nav-item"><a href="/fr/contactez-nous-16" class="nav-link">Contactez-nous</a></li> 231<li class="last nav-item"><a href="https://wallonia.be/fr/reseau-wallonie-bruxelles?country=All&field_type_value%5B%5D=aec&field_type_value%5B%5D=bt&field_type_value%5B%5D=ba&field_type_value%5B%5D=dc&field_type_value%5B%5D=als&field_type_value%5B%5D=alac&field_type_value%5B%5D=cpl&combine" title="" target="_blank" class="nav-link">Nos réseaux dans le monde</a></li> 232</ul></li> 233 <li class="nav-item dropdown"> 234 <a class="nav-link dropdown-toggle lang" href="#" role="button" data-toggle="dropdown" aria-haspopup="true" aria-expanded="false">fr</a> 235 <ul class="language-switcher-locale-url dropdown-menu lang last"><li class="en first last"><a href="/en/foundations-of-brand" class="language-link nav-link" xml:lang="en">EN</a></li> 236</ul> </li> 237 </ul> 238 </div> 239 </div> 240 </div> 241 </nav> 242</header> 243<main class="container"> 244 245<div class="main-header"> 246 <h2 class="element-invisible">Vous êtes ici</h2><div class="breadcrumb"><a href="/fr">Accueil</a><span title="" class="nolink" tabindex="0">La Wallonie</span></div> <h1>Qu'est ce que le branding Wallonia ?</h1> 247 248 </div> 249 250 251 252 <div class="region region-content"> 253 <div id="block-system-main" class="block block-system"> 254 255 256 <div class="content"> 257 258 259<div class="row"> 260 <div class="col-md-8 content-wrapper"> 261 <section class="content"> 262 <figure class="figure"> 263 <img src="https://www.wallonia.be//sites/default/files/shutterstock_1633045960_1.jpg" class="figure-img full" alt=""> 264 </figure> 265 <div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even" property="content:encoded"><h3>Quâest-ce quâune marque territoriale ?</h3> 266<p>Le place branding est une <strong>démarche dâattractivité dâun territoire </strong>à lâégard de cibles clairement définies. Il est fondé sur un positionnement différenciateur. Nombreux sont les exemples de démarches de ce type : Only Lyon, 100% Alsace, Montpellier Unlimited, I Amsterdam, Be.Brussels, Flanders State of the Art⦠pour ne citer que des exemples de villes ou régions très proches.</p> 267<p>Câest une approche orientée « demande », qui place le « client » au cÅur de la démarche. Câest en fonction des atouts recherchés par les cibles et de leur perception du territoire que le positionnement est construit. La pertinence de ce positionnement doit au
267ssi être vérifiée auprès des résidents. Le branding territorial ne consiste pas seulement au lancement dâun nouvel univers graphique et moins encore dâun simple logo.</p> 268<p>Il ne se limite pas non plus à une campagne de visibilité dans les médias. La politique de marque doit refléter un <strong>état dâesprit</strong> qui se retrouve dans le comportement des opérateurs qui lâaniment, et dans lâensemble de leurs activités ou projets.</p> 269<p>Le volet purement promotionnel nâen est quâun vecteur parmi dâautres. Lâorganisation de grands événements, la capacité des institutions dâenseignement à attirer de nombreux étudiants étrangers, les coopérations internationales avec dâautres entités territoriales, les réseautage dâentreprises, de pôles de compétitivité et de clusters, le degré dâinternationalisation des acteurs publics et privés sont dâautres vecteurs dâémergence dâune politique de marque.</p> 270<h3>Pourquoi une marque wallonne ?</h3> 271<ul> 272<li><strong>Se démarquer</strong>, de façon moderne et réfléchie, dans un monde de plus en plus globalisé. Comme le font de nombreuses villes et régions européennes et du monde, il est essentiel de mettre en avant des valeurs de différenciation, qui sont parlantes aux publics cibles ;</li> 273<li><strong>Soutenir la notoriété de la Wallonie</strong>, en tant que région en plein renouveau, créative, innovante et largement ouverte sur le monde ;</li> 274<li><strong>Favoriser lâeffet de réseau</strong>, tant au plan régional quâau plan international, autour dâun point dâancrage quâest la marque ;</li> 275<li><strong>Fédérer toutes les démarches dâattractivité du territoire </strong>autour dâun point focal directement identifiable. La marque est un vecteur de mobilisation et de cohérence dans le cadre de la visibilité de la région, quâelle soit économique, touristique ou culturelle.</li> 276</ul> 277<h3>Le positionnement wallon</h3> 278<p>Il résulte dâune analyse méthodique réalisée par le cabinet de consultance McKinsey sur base</p> 279<ul> 280<li>de sources écrites (rapports généraux sur lâattractivité de la Wallonie, études sectorielles ou thématique spécifiques),</li> 281<li>dâune centaine dâinterviews de décideurs choisis parmi les différents types de cibles,</li> 282<li>dâun benchmarking sur 15 autres place branding étrangers,</li> 283<li>dâune enquête sur la perception de la Wallonie auprès de 1.000 résidents et entreprises belges (500 en Wallonie, 250 à Bruxelles et 250 en Flandres).</li> 284</ul> 285<p>Ce positionnement tient en 4 axes.</p> 286<ul> 287<li>Atout principal (dit différenciateur): <strong>lâouverture au monde</strong>. Tradition dâouverture des entreprises wallonnes mais aussi de tout autre opérateur à lâinternational, et sens de lâaccueil largement reconnu dans toute sa dimension multiculturelle.</li> 288<li>Atouts complémentaires de la Wallonie : <strong>sens du partage</strong>, <strong>accessibilité</strong> (position géographique et qualité des infrastructures), <strong>innovation et savoir-faire technologique</strong>, <strong>qualité de vie</strong>.</li> 289<li>Affirmation de <strong>lâappartenance de la Wallonie à la Belgique</strong>.</li> 290<li><strong>Une marque unique pour tous les publics cibles </strong>(investisseurs, acheteurs, touristes, étudiants et résidents étrangers; résidents wallons).</li> 291</ul> 292</div></div></div> </section> 293 294 295 296 297 <section class="documents linked"> 298 <div class="header"><h4>Documents liés</h4></div> 299 <div class="documents-wrapper"> 300 <a href="https://www.wallonia.be//sites/default/files/documents_lies/Guide_expression_marque_Wallonia.be_-_FR_2021.pdf" target="_blank" class="document"> 301 <img src="https://www.wallonia.be/sites/all/themes/wallonia/assets/img/file-be_-_FR_2021.pdf.png" alt=""> 302 <div class="document-inner"> 303 <h4>Guide expression de la marque Wallonia.be - FR (2021)<span>3.2 Mo</span></h4> 304 <i>Guide_expression_marque_Wallonia.be_-_FR_2021.pdf</i> 305 </div> 306 </a> 307 <a href="https://www.wallonia.be//sites/default/files/documents_lies/Marque_Wallonia.be_-_Partie_1_-_Charte_lexicale_FR.pdf" target="_blank" class="document"> 308 <img src="https://www.wallonia.be/sites/all/themes/wallonia/assets/img/file-be_-_Partie_1_-_Charte_lexicale_FR.pdf.png" alt=""> 309 <div class="document-inner"> 310 <h4>Charte lexicale Wallonia.be<span>639.63 Ko</span></h4> 311 <i>Marque_Wallonia.be_-_Partie_1_-_Charte_lexicale_FR.pdf</i> 312 </div> 313 </a> 314 <a href="https://www.wallonia.be//sites/default/files/documents_lies/Marque_Wallonia.be_-_Partie_2_-_Charte_Technique_FR.pdf" target="_blank" class="document"> 315 <img src="https://www.wallonia.be/sites/all/themes/wallonia/assets/img/file-be_-_Partie_2_-_Charte_Technique_FR.pdf.png" alt=""> 316 <div class="document-inner"> 317 <h4>Charte technique Wallonia.be<span>5.51 Mo</span></h4> 318 <i>Marque_Wallonia.be_-_Partie_2_-_Charte_Technique_FR.pdf</i> 319 </div> 320 </a> 321 </div> 322 </section> 323 324 <div id="block-views-article-bck-linked" class="block block-views"> 325 326 <h2>Articles liés</h2> 327 328 <div class="content"> 329 330<section class="news linked view view-article view-id-article view-display-id-bck_linked view-dom-id-dbf749b7fd1fc929155573b98c5fe4f4"> 331 <div class="header"><h4>Articles liés</h4></div> 332 <div class="news-wrapper"> 333 <a href="/fr/actualites/pourquoi-la-wallonie-simpose-comme-lecosysteme-strategique-et-innovant-de-la-defense-en" class="new"> 334 <img typeof="foaf:Image" src="https://www.wallonia.be//sites/default/files/styles/medium/public/Image2_4.png?itok=y1BmWJ_O" width="320" height="187" alt="Campagne Défense Wallonia.be - CNN International" title="Campagne Défense Wallonia.be - CNN International" /> <div class="news--inner"> 335 <time>02.06.2026</time> 336 <h3>
336Pourquoi la Wallonie sâimpose comme lâécosystème stratégique et innovant de la défense en Europe</h3> 337 </div> 338</a> 339 <a href="/fr/actualites/connaissez-vous-la-wallonie-trois-anecdotes-insolites" class="new"> 340 <img typeof="foaf:Image" src="https://www.wallonia.be//sites/default/files/styles/medium/public/Vallee_de_la_Semois_3.jpg?itok=FwUkAxmH" width="320" height="187" alt="" /> <div class="news--inner"> 341 <time>19.12.2025</time> 342 <h3>« Connaissez-vous la Wallonie ? » : trois anecdotes insolites</h3> 343 </div> 344</a> 345 <a href="/fr/actualites/pour-noel-offrez-du-made-wallonia" class="new"> 346 <img typeof="foaf:Image" src="https://www.wallonia.be//sites/default/files/styles/medium/public/equipe-wattitude-1.jpg?itok=gvBddIzK" width="320" height="187" alt="L'équipe de Wattitude avec, au centre, sa conceptrice, Emmanuelle Wégria. Copyright: Patricia Galand" title="L'équipe de Wattitude avec, au centre, sa conceptrice, Emmanuelle Wégria. Copyright: Patricia Galand" /> <div class="news--inner"> 347 <time>09.12.2025</time> 348 <h3>Pour Noël, offrez du made in Wallonia !</h3> 349 </div> 350</a> 351 <a href="/fr/actualites/denis-sungho-la-musique-entre-deux-mondes" class="new"> 352 <img typeof="foaf:Image" src="https://www.wallonia.be//sites/default/files/styles/medium/public/20220223_deuniseongho7462_2_0.jpg?itok=kMkMMCsS" width="320" height="187" alt="" /> <div class="news--inner"> 353 <time>05.11.2025</time> 354 <h3>Denis Sungho : la musique entre deux mondes </h3> 355 </div> 356</a> 357</div> 358</section> 359 </div> 360</div> 361 362 363 </div> 364 <div class="col-md-3 offset-md-1 sidebar"> 365 <div class="share"> 366 <h5>Partager</h5> 367 <div class="addthis_inline_share_toolbox"></div> 368 </div> 369 <div class="links"> 370 </div> 371 372 373 </div> 374</div> 375 </div> 376</div> 377 </div> 378 379</main> 380<div class="cookie"> 381 <p class="small">This site use cookies. <a href="policy.html">En savoir plus</a></p> <button class="btn btn-primary">Accepter</button> 382</div> 383 384<footer> 385 386 <section class="aura container"> 387 <div class="row"> 388 <div class="col-md-6 col-lg-3"> 389 <img src="https://www.wallonia.be/sites/all/themes/wallonia/assets/img/logo-aura.png" alt=""> 390 </div> 391 <div class="col-md-6 col-lg-3"> 392 <ul class="links"><li class="menu-6167 first"><a href="/fr/sens-du-partage" title="">Sens du partage</a></li> 393<li class="menu-6165"><a href="/fr/accessibilite" title="">Accessibilité</a></li> 394<li class="menu-6164"><a href="/fr/savoir-faire-technique" title="">Savoir-faire technique</a></li> 395<li class="menu-6166 last"><a href="/fr/qualite-de-vie" title="">Qualité de vie</a></li> 396</ul> </div> 397 <div class="col-md-6 col-lg-3"> 398 <h5>Ambassadeurs</h5> 399 <a class="lnk-icon" href="/user/login"><svg class="icon"><use xlink:href="#icon-user"></use></svg>Se connecter</a> 400 <a class="lnk-icon" href="/user/register"><svg class="icon"><use xlink:href="#icon-signin"></use></svg>Devenez ambassadeur</a> 401 </div> 402 <div class="col-md-6 col-lg-3"> 403 <h5>Suivez-nous</h5> 404 <nav class="socials"> 405 <a href="https://www.facebook.com/walloniaFR" target="_blank"><svg class="icon"><use xlink:href="#icon-facebook"></use></svg></a> <a href="https://x.com/WalloniaBe" target="_blank"><svg class="icon"><use xlink:href="#icon-x"></use></svg></a> <a href="https://www.linkedin.com/company/wallonia-be-fr-" target="_blank"><svg class="icon"><use xlink:href="#icon-linkedin"></use></svg></a> <a href="http://www.youtube.com/WalloniaBE" target="_blank"><svg class="icon"><use xlink:href="#icon-youtube"></use></svg></a> <a href="/fr/rss-fr.xml" target="_blank"><svg class="icon"><use xlink:href="#icon-rss"></use></svg></a> </nav> 406 </div> 407 </div> 408 </section> 409 410 <section class="menu"> 411 <div class="container"> 412 <ul class="footer-nav"> 413 <li class="first active-trail nav-item dropdown"><span title="" class="active-trail nav-link dropdown-toggle nolink" data-target="#" data-toggle="dropdown" tabindex="0">La Wallonie</span><ul class="dropdown-menu">
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