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Professor of Marketing, ESEC Barcelona
• Master in Research (DEA): Marketing Strategy and Marketing Research, Paris Dauphine University , graduated with honours
•Master in Administration (DESS): Strategy and Market Survey, Political Institute of Paris, graduated with honours
•BA in economic and finance, Political Institute of Paris
•Marketing plan - English track
•International marketing - English track
•New products: from the design to the launch - Spanish track
ESSEC BUSINESS SCHOOL:
•Marketing Basics for MBA students
•Brand Managing for MBA students
REIMS MANAGEMENT SCHOOL:
•Packaging : Lecture and supervision of launching projects with the intervention of a design studio
PARIS CRETEIL UNIVERSITY
•Consumer Behaviour for Master Students
•International Marketing for Master Students
•Innovation Manager
•Senior Brand Manager, Brand Manager and Assistant Brand Manager
UNILEVER, (1989)
Astra Calvé : Assistant Brand Manager
GENERAL FOOD (1988)
Sales Manager
•Changements de noms de marque : proposition d’une typologie et clarification du concept, Décisions Marketing, (French Journal), 2008, n°49, janvier-mars, with Chantal Lai.
•Comment substituer une marque ? Enseignements à partir des cas Bio-Activia et Gemey-Maybelline, 2008, currently under 2nd review at Décisions Marketing.
Conferences Proceedings
•Substitution by an unknown target brand: Customer transfer versus customer substitution (2008), EMAC (Brighton)
•How to substitute a brand name?: Bio-Activia and Gemey-Maybelline textbook cases, (2008), Birmingham
•Brand Name changes: Clear Definition and Classification, (2007) EMAC (Reykjavik) with Chantal Lai
•Brand Names Changes: The Effects of Merging and Rupture Strategies on Consumer’s Attitude, Using the Social Representation Framework, (2006) EMAC (Athens)
•L’impact des différentes stratégies de changements de noms de marque sur la représentation de la marque et l’attitude des consommateurs, (2006), AFM (French Marketing Association)
AIME Isabelle
Resident faculty member
Education
•2007 PhD in Business, Paris Dauphine University and ESSEC Business School, cum laudem: The Effect of Brand Name Changes on the Brand Representation and the Consumer’s Attitude.• Master in Research (DEA): Marketing Strategy and Marketing Research, Paris Dauphine University , graduated with honours
•Master in Administration (DESS): Strategy and Market Survey, Political Institute of Paris, graduated with honours
•BA in economic and finance, Political Institute of Paris
Teaching Areas
IQS Barcelona (AACSB accredited)•Marketing plan - English track
•International marketing - English track
•New products: from the design to the launch - Spanish track
ESSEC BUSINESS SCHOOL:
•Marketing Basics for MBA students
•Brand Managing for MBA students
REIMS MANAGEMENT SCHOOL:
•Packaging : Lecture and supervision of launching projects with the intervention of a design studio
PARIS CRETEIL UNIVERSITY
•Consumer Behaviour for Master Students
•International Marketing for Master Students
Teaching languages
French, English and SpanishProfessional experience
YOPLAIT SA (1999-1990)•Innovation Manager
•Senior Brand Manager, Brand Manager and Assistant Brand Manager
UNILEVER, (1989)
Astra Calvé : Assistant Brand Manager
GENERAL FOOD (1988)
Sales Manager
Research Activities
AFM and EMAC memberResearch interests
Branding, marketing strategy, innovation and consumer behaviour.Major publications
Papers in Refereed Journals•Changements de noms de marque : proposition d’une typologie et clarification du concept, Décisions Marketing, (French Journal), 2008, n°49, janvier-mars, with Chantal Lai.
•Comment substituer une marque ? Enseignements à partir des cas Bio-Activia et Gemey-Maybelline, 2008, currently under 2nd review at Décisions Marketing.
Conferences Proceedings
•Substitution by an unknown target brand: Customer transfer versus customer substitution (2008), EMAC (Brighton)
•How to substitute a brand name?: Bio-Activia and Gemey-Maybelline textbook cases, (2008), Birmingham
•Brand Name changes: Clear Definition and Classification, (2007) EMAC (Reykjavik) with Chantal Lai
•Brand Names Changes: The Effects of Merging and Rupture Strategies on Consumer’s Attitude, Using the Social Representation Framework, (2006) EMAC (Athens)
•L’impact des différentes stratégies de changements de noms de marque sur la représentation de la marque et l’attitude des consommateurs, (2006), AFM (French Marketing Association)
Publications
Academic journal paper
DELATTRE, Eric et AIME, Isabelle (2010) 'Le "naming" : une forme de parrainage originale', Management & avenir, No. 35, juin: 51-70 - web link
AIME, Isabelle et LAI, Chantal (2008) 'Le changement de nom de marque : définition, clarification et proposition d'une typologie', Décisions Marketing, No. 49, janvier: 33-46 - abstract - web link
