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Article

Marina Toledo de Arruda Lourenção and Janaina de Moura Engracia Giraldi

The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand.

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 3
Type: Research Article
ISSN: 1361-2026

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Article

Marina Toledo de Arruda Lourenção, Janaina de Moura Engracia Giraldi and Vish Maheshwari

The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that…

Abstract

Purpose

The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand.

Design/methodology/approach

An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector.

Findings

The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad.

Research limitations/implications

Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences.

Practical implications

A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group.

Originality/value

An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.

Details

Research Journal of Textile and Apparel, vol. 22 no. 3
Type: Research Article
ISSN: 1560-6074

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Article

Ian Morison

Explores the implications of Midland Bank’s attempts in the mid‐1980s to adopt an endorsed corporate identity strategy and to brand its personal financial services. Sets…

Abstract

Explores the implications of Midland Bank’s attempts in the mid‐1980s to adopt an endorsed corporate identity strategy and to brand its personal financial services. Sets out the reasons why banks have traditionally applied monolithic identity systems and eschewed explicit branding, and presents Midland’s reasons for challenging that paradigm ‐ chiefly the nature of its group structure and its desire to segment its personal market more effectively. While the Midland approach was not a commercial success, it provides some general lessons which help to inform corporate identity theory in general and financial sector identity and branding theory in particular. These include the need for identity to be contingent on strategy, the importance of “soft” as well as “hard” identity features, the conflicts between different identity systems (e.g. firm‐specific versus industry‐generic) and the problems of applying branding theory to products which are in essence no more than contracts.

Details

International Journal of Bank Marketing, vol. 15 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

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Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article

Rafael Bravo, Isabel Buil, Leslie de Chernatony and Eva Martínez

The purpose of this paper is to better understand the brand identity management process from the employees’ perspective. Specifically, it explores how the different…

Abstract

Purpose

The purpose of this paper is to better understand the brand identity management process from the employees’ perspective. Specifically, it explores how the different dimensions of brand identity management influence employees’ attitudinal and behavioural responses.

Design/methodology/approach

An empirical study was carried out to test the proposed model. The sample consisted of 297 employees in the UK financial services sector. Hypothesis testing was conducted using partial least square regression.

Findings

Results indicate that effective brand identity management can increase employees’ identification with their organisations. Specifically, the most influential dimension is the employee-client focus. Results also show that organisational identification is a key variable to explain job satisfaction, word-of-mouth and brand citizenship behaviour.

Research limitations/implications

This study focusses on the UK financial sector. To explore the generalisability of results, replication studies among other sectors and countries would be useful. The cross-sectional nature of the study also limits its causal inference.

Practical implications

This study shows the importance of brand identity management to foster positive employee attitudes and actions that go beyond their job responsibilities. The model developed may help organisations analyse the impact of managerial actions, monitoring the potential effects of changes in brand identity management amongst employees.

Originality/value

Although numerous conceptual frameworks highlight the importance of brand identity management, empirical studies in this area are scarce. The current work extends previous research by empirically analysing the effects of the dimensions of brand identity management from the employees’ perspective.

Details

International Journal of Bank Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

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Article

Marina Toledo de Arruda Lourenção, Letícia Miyamaru, Janaina de Moura Engracia Giraldi and Silvia Inês Dallavalle de Pádua

Sectoral brand management processes have presented planning, development and implementation challenges. With the aim of reducing these managerial problems, the purpose of…

Abstract

Purpose

Sectoral brand management processes have presented planning, development and implementation challenges. With the aim of reducing these managerial problems, the purpose of this paper is to revise the structure and the processes of the sectoral brands management.

Design/methodology/approach

This is a qualitative exploratory study, with its unit of analysis being the process of managing the brand of the Brazilian fashion sector. Primary data collection was obtained through in-depth interviews with the seven industry associations and with the company responsible for the brand consulting. The secondary data used were reports about the branding process of the brand provided by respondents. Data analysis was provided by using the VSM to modeling sector structure and BPMN to processes modeling.

Findings

The results present a new sectoral brand structure and process to reduce existing barriers. Three sections were carried out: analysis and modeling of the current structure and processes of sectoral brand management; presentation of the current structure and processes problems; analysis and modeling of future structure and processes of sectoral brand management.

Research limitations/implications

A theoretical contribution is provided in the literature of systems, processes and sectoral brands, since there are no previous studies that elaborated a system structure and process for sectoral brands. In addition, other theoretical contribution is the presentation of a future process model that relates brand management process with its system structure, that is, it relates BPM analysis with VSM.

Practical implications

It is also possible to indicate that VSM and BPM can contribute to the management of sectoral brands, through the structural and process problems identification and also by making possible to suggest future management improvements to reduce the barriers that were identified.

Originality/value

The present study originality is the approach of the first analysis of sector brand management with emphasis on its structure and processes that were experienced by the Brazilian fashion sector.

Details

Business Process Management Journal, vol. 26 no. 1
Type: Research Article
ISSN: 1463-7154

Keywords

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Article

Darren Andrew Coleman, Leslie de Chernatony and George Christodoulides

This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand

Abstract

Purpose

This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time.

Design/methodology/approach

Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose.

Findings

Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance.

Research limitations/implications

Data were only collected from executives in the UK. This research would benefit from replicative studies.

Practical implications

This research empirically establishes the brand management activities that drive brand performance.

Originality/value

This is the first empirical study to assess the influence service brand identity has on brand performance.

Details

European Journal of Marketing, vol. 49 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article

Mathieu Dunes and Bernard Pras

Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various…

Abstract

Purpose

Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and a variety of sectors, the purpose of this paper is to identify stable dimensions of BMSs and make configurational patterns emerge according to firms' and sector's characteristics.

Design/methodology/approach

A total of 15 in-depth interviews (with a semi-structured questionnaire) were conducted with marketing and communication directors in five sectors of activity (cosmetics, convenience goods, industry, bank/insurance, media). Content analysis was used to examine the configurational patterns that emerged, following a strategy-as-practice approach.

Findings

A general BMS pattern emerged from the content analysis with three dimensions: brand identity and values-based, hierarchically based, and implementation based. Interestingly, typical configurations were identified on each dimension and distinct configurational patterns for five sectors.

Research limitations/implications

Additional research on other sectors is suggested to further validate the findings as well as building a scale on the basis of the general pattern to analyze the effect of BMS on performance.

Practical implications

Configurational patterns represent a flexible, adaptive, and easy-to-apply way to approach and monitor BMS for researchers and managers.

Originality/value

This cross-sector research delineates innovative and integrated BMS dimensions and subdimensions emerging from practice and examines their universality. The key subdimension(s) for each dimension is (are) identified and related to recent research on BMS.

Details

Journal of Product & Brand Management, vol. 22 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Tino Bech‐Larsen, Lars Esbjerg, Klaus G. Grunert, Hans Jørn Juhl and Karen Brunsø

The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro‐Caribbean consumers in…

Abstract

Purpose

The objective of this article is to conduct a case study of the Supermalt brand of malt beer, which has become the preferred beverage of Afro‐Caribbean consumers in Brixton on a very limited marketing budget.

Design/methodology/approach

The article uses the concepts of personal identity and brand identity in a qualitative study to explore how Brixton‐based Afro‐Caribbean consumers construct their self‐identities and the brand identity of Supermalt. Semi‐structured interviews were conducted with 14 Afro‐Caribbean consumers. Each interview was divided into three parts. The first part focused on consumers' self‐identities. The second part explored the role of food and beverage products in the construction of self‐identities. The final part focused on the construction of brand identity for Supermalt.

Findings

The article provides information on the self‐identities constructed by Afro‐Caribbean informants. The food and beverage consumption of informants reflects their mixed cultural identity. The brand identity Supermalt appears to be malleable, with ample room for consumer co‐construction. Perceptions of brand identity differ markedly among informants, who are all able to construct Supermalt as one of their own.

Research limitations/implications

The findings are based solely on semi‐structured interviews with a small sample of Afro‐Caribbean consumers. The findings are therefore not generalizable.

Practical implications

The Supermalt brand represents an interesting case for companies aiming to develop strong brands with a limited marketing budget. Based on the Supermalt case, suggestions are made regarding branding in relation to ethnic minorities.

Originality/value

This article provides a study of a brand that has become strong within a narrowly defined group of consumers.

Details

Journal of Product & Brand Management, vol. 16 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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Article

Jia Yun Wong and Ganga Sasidharan Dhanesh

The purpose of this paper is to examine the framing and rhetorical devices employed by luxury brands to build CSR-based, ethical corporate identities while managing…

Abstract

Purpose

The purpose of this paper is to examine the framing and rhetorical devices employed by luxury brands to build CSR-based, ethical corporate identities while managing complexities of the CSR-luxury paradox, the perceived clash between the self-transcendent values of CSR, and the self-enhancement values of luxury.

Design/methodology/approach

Qualitative frame analysis was conducted to create detailed frame matrices for each dimension of CSR message content, followed by quantitative content analysis to establish the extent of usage of these frames across 43 luxury brand websites in the apparel, beauty, jewelry, and watch categories.

Findings

Luxury brands predominantly framed their CSR efforts as discretionary, driven by altruistic motives. They foregrounded brand over social issue and highlighted substantial input into CSR efforts consistently over a period. CSR efforts were put into programs that were congruent with the brands’ business and that conveyed impact in abstract terms, evoking emotions over logic. Such framing across the CSR message-dimensions of issues, motives, importance, commitment, fit, and impact reflected a sophisticated understanding of communicating to a socially and environmentally conscious demographic while simultaneously aligning with the central, enduring, and distinctive characteristics of luxury.

Originality/value

This study contributes to emerging empirical work on CSR as a tool to build ethical corporate identity. This study also adds to the literature on identity management and CSR communication in the luxury industry, a sector that exceeded €1 trillion in retail sales in 2016.

Details

Corporate Communications: An International Journal, vol. 22 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

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