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Sectoral brands are umbrella brands created to represent all companies’ products belonging to a country’s economic industry abroad to enhance their export performance. This study aims to explore the development of a sectoral brand model through the optic of the social constructionist perspective. Besides, this study also proposes to apply the model to a sectoral brand case in the business-to-business market.

The authors have developed a systematic qualitative literature review to provide a theoretical basis for the attributes chosen to compose the social constructionist sectoral brand management (SCSBM) model. To apply the model, the authors have conducted a series of 17 in-depth semi-structured interviews with the association’s managers that constitute the sectoral brand development, the director of the branding consultancy firm and specialists on place branding.

The authors present the SCSBM model, highlighting that sectoral branding should be seen as a dynamic and continuous process with the integrated participation of all industry stakeholders. Moreover, the authors have applied the model to the Brazil Fashion System brand.

The main contribution to theory is the link between sectoral brand management and the social constructionist approach, being the first study, to the best of the authors’ knowledge, to propose this connection. SCSBM model extends previous work on sectoral brands by adopting a social constructionist view.

The SCSBM model might contribute to marketing professionals willing to develop sectoral brands across multiple economic sectors and geographies.

The study’s originality lies in developing the first model, which adopts a social constructionist approach to sectoral brands.

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.

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.

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.

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.

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.

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.

The paper seeks to assess the impact of brand acquisition announcement on the wealth of the acquiring company's shareholders in India. Furthermore, announcement returns have been assessed and compared across FMCG versus pharmaceutical brand acquisitions and domestic versus cross border brand buyouts.

Standard event study methodology has been applied to compute the announcement returns for the overall sample of brand acquisitions. Besides, sectoral and cross border effect has been computed to assess and compare the shareholders' wealth gains of pharmaceutical versus FMCG brand acquisitions and domestic versus cross border buyouts respectively.

The results indicate that the acquiring company shareholders have gained positive and significant returns on the announcement of a brand acquisition as it offers instant access to brand names that are vital for the companies to compete effectively in a dynamic business environment. Further, it gives an assurance of better long‐term prospects for the acquiring company by adding certainty to the future cash flows. However, value creation is not universal; rather it is sector specific and country specific thus yielding higher wealth gains for the FMCG sector brand buyouts than the pharma ones and for the domestic brand acquisition than the foreign ones.

The study tries to establish an interface between marketing and finance literature, by assessing the impact of inorganically acquired brands on shareholder wealth within the framework of event study methodology. The study would go a long way in enabling marketing managers to assess and communicate the financial value of their branding strategies to the investors at large.

This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors.

Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale is developed and its validity is assessed. The impact of BMS on subjective brand performance (i.e. predictive validity) and on objective financial performance is assessed. Data are collected from a sample of 298 brand managers and marketing directors in five business sectors (cosmetics, convenience goods, industry, bank/insurance and media) and from a financial database. Path analysis and multigroup analysis are performed to test mediating and moderating effects.

The results reveal that subjective brand performance (perceived brand performance) mediates the relationship between the BMS and objective financial performance of the firm and on each of the three BMS dimensions; and product-oriented (vs service-oriented) sector positively moderates the relationship between the BMS and subjective brand performance.

The paper offers insights into adapting brand management practices along all BMS dimensions to achieve better business performance and improve objective financial performance in product-oriented activities. It highlights the role of brand management implementation, as well as the role of brand management in hierarchical relationships, in improving performance in service activities.

The formative BMS scale offers a tool which can be used to improve strategic decisions and give practical guidance on product vs service sector specificities. The indirect impact of a BMS on financial objective performance reinforces the legitimacy of brand managers and marketing managers.

This paper shows the impact of the BMS on objective financial performance by using a “grounded-in-practice” BMS scale. It also affords explanation on sectoral effects of brand management practices and their consequences on subjective and objective performance.

Since early 2000s, several efforts have been initiated to market the Baltic Sea Region (BSR) globally, and the BaltMet Promo project is among them. Simultaneously, several other cases of supra‐national branding have emerged, e.g. the Greater Mekong region, Danube region, and Visegrad countries. Little attention has yet been paid in the literature to branding of supra‐national entities. The purpose of this paper is to discuss branding of BSR using the examples of supra‐national product building of the BaltMet Promo project (2010‐2011).

Branding BSR has faced criticism against its supra‐national perspective which may be seen as a direct competitor to city or nation branding. To shift from competition to cooperation BaltMet Promo acknowledged a bottom‐up approach and nine organisations from six countries created supra‐national products to promote tourism, talent attraction, and investments. Each product concept was built on intensive background research and transnational triple‐helix cooperation.

The case of BaltMet Promo shows that supra‐national branding benefits from a bottom‐up approach that uses concrete products and services as the core of the brand identity. To shift from competition to cooperation the partnership promoted BSR as a common region with a common work plan. Different scales of branding serve different markets. The more distant the market, such as Japan in the case of BaltMet Promo, the more cost effective supra‐regional branding becomes compared to more narrow scales of branding.

The paper introduces recent developments in supra‐national branding using data of the BaltMet Promo project. The analysis aims to contribute to product building, triple helix stakeholder cooperation, and policy making.

This paper aims to use the signaling theory and the person‐organization fit framework as a rationale to study value‐related information prospective applicants receive from employers through the communication in job ads.

The authors analyzed the content of 1,768 job advertisements published in two national and two regional Dutch‐speaking magazines in Belgium. Four independent judges coded all information in the offer section and categorized it into five content categories adopted from Lyons and colleagues. Since important sectoral distinctions exist in terms of structural‐operational as well as value‐related characteristics, this study examines how profit and nonprofit organizations portray themselves in the offer section of the job advertisements they send out.

Generally inconsistent with the authors' assumptions, the results show that intrinsic and prestige values are more intensively reported in job ads from the profit sector, whereas altruistic and extrinsic values are brought up more in job ads from the nonprofit sector. However, because nonprofit organizations print smaller, often non‐colored ads in the national language, additional analyses controlling for these factors confirmed only one of the sectoral differences. Nonprofit organizations seem to compensate for values that are obvious in their sector (i.e. altruistic and intrinsic) by more intensively emphasizing extrinsic values (e.g. insurance and fringe benefits) compared to profit organizations.

Only part of the information provided in the earliest phase of the recruitment process reflects the values one would expect based on organizational theory and empirical evidence. This, obviously, engenders an important threat to the establishment of person‐organization fit.

Quality has been widely recognised as an important source of competitive edge in the tourism industry. Much of the focus of research to date has been on the individual firm. However, there has been a shift from interfirm competition to interdestination competition, resulting in a lacuna in the research and a need for more attention to be afforded to management of quality at the destination level. Given the fragmented and diverse nature of the tourism destination, many researchers have underlined the need for co-operation in any effort to improve quality at the destination. However, there is often a reluctance among tourism businesses, particularly small- and medium-sized tourism enterprises (SMTEs) to cooperate. This paper sheds light on the impact of training on interfirm dynamics within a destination quality management network. The findings revealed that training of network members influenced the development of a referral system, which in turn helped to create a tourism quality value chain for the visitor.

The purpose of this paper is to present the opportunities for and challenges of the trademark protection of country brands.

Insights into the challenges and possibilities of country brand trademark protection are identified using New Zealand as a case study. This evaluation is divided into four sections. In the first section, the relations and differences between brands and trademarks are discussed in the context of the country trademark. Then, possible sources of country trademarks are identified. Next, the benefits and challenges of creating and managing country trademarks are discussed based on the case of the New Zealand Fern Mark. The final section addresses the determiners of country trademark implementation and offers recommendations for country brand managers.

This study makes the case that a nation's heritage is a rich source of country trademarks. The selection of country trademarks must ensure that the chosen symbol conveys meaning and associations that serve a country's often broad range of offerings and resonate with a diversity of stakeholder audiences.

Governance structures need to be established to manage a country trademark to ensure the country brand's integrity. This includes a licensing system and protocols to prevent successive governments from altering the brand's essence which would destroy its equity built up over time.

This paper extends the concept of trademarks, once the domain of products and service brands, to the emerging field of place brand management.

This study aims to analyze the business process management (BPM) applicability to a destination country-brand of a Latin American developing country and present a new process model for it.

This is a qualitative exploratory study whose unit of analysis is the BPM applicability to the destination country-brand of a Latin American developing country. Primary data were obtained through in-depth interview with the developing country's tourism international promotion agency. The secondary data were government reports and research papers on country-brand studies. Data analysis was carried out using stakeholder business context model, architecture processes, pain/gain matrix and BPMN for modelling.

The results present a new process model for country-brand management to reduce existing barriers. Three steps were carried out: analysis and modelling of the current processes of country-brand management; presentation of the current processes' problems and analysis and modelling of future processes country-brand management.

A theoretical contribution is provided in the literature on processes and country-brands since no previous studies relate these concepts and present a process-oriented management analysis for country-brands.

The main practical contribution was to identify the country-brand management problems, propose solutions to them and generate a new process model for country-brands that can be used as a managerial tool for national tourism organizations to improve their brands.

The present study is original as it approaches the first analysis of country-brand development with an emphasis on its process management.

The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed.

The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris.

Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention.

The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.