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Development of an identity model for sector brands

Marina Toledo de Arruda Lourenção (School of Economics, Business Administration and Accounting at Ribeirão Preto, Universidade de São Paulo, Ribeirão Preto, Brazil)
Janaina de Moura Engracia Giraldi (The Graduate Program in Business Administration, University of São Paulo, Ribeirão Preto, Brazil)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 10 July 2017

Abstract

Purpose

The 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/approach

A 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.

Findings

The 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/implications

Theoretical 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 implications

When 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/value

The 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.

Keywords

Citation

Lourenção, M.T.d.A. and Giraldi, J.d.M.E. (2017), "Development of an identity model for sector brands", Journal of Fashion Marketing and Management, Vol. 21 No. 3, pp. 317-340. https://doi.org/10.1108/JFMM-10-2016-0097

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited