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Development of an identity model for sector brands

Development of an identity model for sector brands PurposeThe purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand.Design/methodology/approachA systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory.FindingsThe sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management.Research limitations/implicationsTheoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies.Practical implicationsWhen adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands.Originality/valueThe academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1361-2026
DOI
10.1108/JFMM-10-2016-0097
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand.Design/methodology/approachA systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory.FindingsThe sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management.Research limitations/implicationsTheoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies.Practical implicationsWhen adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands.Originality/valueThe academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Jul 10, 2017

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