Is there a communication performance of the brand? towards a definitional approach

Abstract

The concept of performance is certainly the mirror image of our lives. We hear that we have to perform well in all spheres: in our work, studies, family life, etc. This has led researchers to talk about the "cult of performance" in our modern societies, as underlined by Bessire (1999) and Berland (2014). At present, the inflation of the use of the concept of "performance" is very striking, which gives it an ideological dimension by turning it into a "catch-all" or a "buzzword". Indeed, companies are constantly seeking performance in its various manifestations: financial, commercial, social and societal. However, to the best of our knowledge, none of the works, or at least very few, have studied communicative performance in the brand sphere.

In this article, we aim to draw up an attempt to define the communicative performance of the brand, to highlight its different acceptances, by drawing inspiration from work on the concept of performative communication, the concept of communicative performance mobilised in the media communication of political discourses and the performative theory of the brand.