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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">
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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>Qu’est-ce qu’une marque territoriale ?</h3>
266<p>Le place branding est une <strong>démarche d’attractivité d’un territoire </strong>à l’égard 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>C’est une approche orientée « demande », qui place le « client » au cœur de la démarche. C’est 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 d’un nouvel univers graphique et moins encore d’un 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 d’esprit</strong> qui se retrouve dans le comportement des opérateurs qui l’animent, et dans l’ensemble de leurs activités ou projets.</p>
269<p>Le volet purement promotionnel n’en est qu’un vecteur parmi d’autres. L’organisation de grands événements, la capacité des institutions d’enseignement à attirer de nombreux étudiants étrangers, les coopérations internationales avec d’autres entités territoriales, les réseautage d’entreprises, de pôles de compétitivité et de clusters, le degré d’internationalisation des acteurs publics et privés sont d’autres vecteurs d’émergence d’une 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 l’effet de réseau</strong>, tant au plan régional qu’au plan international, autour d’un point d’ancrage qu’est la marque ;</li>
275<li><strong>Fédérer toutes les démarches d’attractivité du territoire </strong>autour d’un point focal directement identifiable. La marque est un vecteur de mobilisation et de cohérence dans le cadre de la visibilité de la région, qu’elle soit économique, touristique ou culturelle.</li>
276</ul>
277<h3>Le positionnement wallon</h3>
278<p>Il résulte d’une analyse méthodique réalisée par le cabinet de consultance McKinsey sur base</p>
279<ul>
280<li>de sources écrites (rapports généraux sur l’attractivité de la Wallonie, études sectorielles ou thématique spécifiques),</li>
281<li>d’une centaine d’interviews de décideurs choisis parmi les différents types de cibles,</li>
282<li>d’un benchmarking sur 15 autres place branding étrangers,</li>
283<li>d’une 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>l’ouverture au monde</strong>. Tradition d’ouverture des entreprises wallonnes mais aussi de tout autre opérateur à l’international, et sens de l’accueil 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>l’appartenance 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 s’impose comme l’écosystème 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&#039;équipe de Wattitude avec, au centre, sa conceptrice, Emmanuelle Wégria. Copyright: Patricia Galand" title="L&#039;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>
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351  <a href="/fr/actualites/denis-sungho-la-musique-entre-deux-mondes" class="new">
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353    <time>05.11.2025</time>
354    <h3>Denis Sungho : la musique entre deux mondes  </h3>
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