Cross-Border Place Branding : The Case of Geneva Highlighting Multidimensionality of Places and the Potential Role of Politico-Institutional Aspects

Place branding is not a new phenomenon. The emphasis placed on place branding has recently become particularly strong and explicit to both practitioners and scholars, in the current context of a growing mobility of capital and people. On the one hand, there is a need for practitioners to better understand place brands and better implement place branding strategies. In this respect, this domain of study can be currently seen as 'practitioner led', and in this regard many contributions assess specific cases in order to find success factors and best practices for place branding. On the other hand, at a more analytical level, recent studies show the complexity of the concept of place branding and argue that place branding works as a process including various stakeholders, in which culture and identity play a crucial role. In the literature, tourists, companies and residents represent the main target groups of place branding. The issues regarding tourists and companies have been examined since long by place promoters, location branders, economists or other scholars. However, the analysis of residents' role in place branding has been overlooked until recently and represents a new interest for researchers. The present research aims to further develop the concept of place branding, both theoretically and empirically. First of all, the paper presents a theoretical overview of place branding, from general basic questions (definition of place, brand and place brand) to specific current debates of the literature. Subsequently, the empirical part consists in a case study of the Grand Genève (Great Geneva).

Star et personnage dans la genèse filmique: Edwige Feuillère chez Autant-Lara (1954-1958)

A 47 ans, Edwige Feuillère est la vedette principale du Blé en herbe (1954), où elle incarne une femme d'âge mûr qui entreprend l'initiation amoureuse d'un jeune homme ; quatre ans plus tard, elle joue dans En cas de malheur le rôle d'une épouse qui, dans l'abnégation la plus complète, accepte les infidélités de son mari et s'efface devant le couple formé par Jean Gabin (54 ans) et Brigitte Bardot (24 ans). La place accordée aux deux personnages interprétés par Feuillère sera examinée en termes de construction de l'image d'une star vieillissante à travers l'étude du triangle amoureux qui structure le récit de ces deux adaptations (qu'il s'agira de comparer aux romans de Colette et de Simenon dont elles sont issues), de la stratégie promotionnelle pratiquée et des discours émis à propos de Feuillère au sein de la réception critique. Le contexte de production des films ainsi que certaines versions non retenues du scénario seront discutées à partir des archives du fonds Claude Autant-Lara de la Cinémathèque suisse.