France and its territories In this framework, the position of France, its image and its reputation were central. De facto, by asking “What is the interest of France in the world economic competition?”, Philippe Lentschener (President of the governmental mission of France trademark and President of McCann Worldgroup France) showed the essential need to enhance the “France trademark”, which public authorities have not appropriate yet. According to him, three specific characteristics of the national economy have to be valued: “the ..