It is not necessary to be a cleric to feel the wind of confidence blowing for several years on the brand. A study by Kantar presented Thursday by the Union of advertisers (UDA) drives the point home: in five years, international brands have been embedded in a negative spiral with other "institutions" brutalized, such as the media, social networks, or political parties.

In their relationship to brands, the French seem to be more skeptics and critics than consumers in other countries most developed

in contrast, regional brands and local and, in a general way, the French brands have scored points. French consumers tend to report more responsibly. They also value the small and medium-sized businesses and associations to defend their interests. 90 % of respondents state rely on the brands hexagonal.

In their relationship to brands, the French seem to be more skeptics and critics than consumers in other more developed countries. Among their criteria of appreciation, the brand promise ...