Les stratégies commerciales de hennessy, de la fin du XVIII e siècle au début du XX e siècle. La construction de la réputation, de la qualité et de la marque du cognac

Hubert Bonin

doi:10.1080/00076791.2026.2703421

July 21, 2026Business History

Les stratégies commerciales de hennessy, de la fin du XVIII e siècle au début du XX e siècle. La construction de la réputation, de la qualité et de la marque du cognac

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Key Points

This research examines how Hennessy established its brand reputation, quality, and marketing strategies from the late 18th century to the early 20th century.
Historical analysis of Hennessy's commercial strategies.
Comparison with other cognac brands and their corporate integrations.
Investigation of the impact of capitalist groups on branding in the cognac industry.
Hennessy successfully constructed a strong brand reputation through strategic marketing and quality assurance.
Integration into capitalist groups influenced the expansion and perception of cognac brands.
Comparison with competitors highlighted distinct strategies in establishing brand authority.

Implication

Historical analysis reveals how Hennessy built its brand reputation and quality in cognac, connecting to larger capitalist trends.

Abstract

The Charente marketplace of Cognac was rooted in the history of family businesses and then integrated into capitalist groups, such as Courvoisier by Campari, Martell by Pernod Ricard, or Rémy Marti...

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Cite This Study

Hubert Bonin (2026) studied this question.

synapsesocial.com/papers/6a630020395161722cd1543b https://doi.org/10.1080/00076791.2026.2703421

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Les stratégies commerciales de hennessy, de la fin du XVIII e siècle au début du XX e siècle. La construction de la réputation, de la qualité et de la marque du cognac

Key Points

Implication

Abstract

Discussion

Cite This Study

Les stratégies commerciales de hennessy, de la fin du XVIII e siècle au début du XX e siècle. La construction de la réputation, de la qualité et de la marque du cognac

Key Points

Implication

Abstract

Discussion

Cite This Study

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