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.
PurposeThis 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.Design/methodology/approachThis 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.FindingsThe 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.Research limitations/implicationsA 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.Practical implicationsThe 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.Originality/valueThe present study is original as it approaches the first analysis of country-brand development with an emphasis on its process management.
Com o aumento da competitividade entre os países e com a possibilidade da imagem que este país transmite não refletir o posicionamento desejado, impossibilitando a atração de investimentos, o estímulo das exportações e a atração de turistas, considera-se necessário analisar o gerenciamento da marca-país. O presente estudo propõe um modelo de referência para o desenvolvimento e gerenciamento de uma marca-país, sendo estudada a Marca Brasil. Como objetivos específicos podem-se citar a comparação dos modelos existentes de desenvolvimento e gerenciamento de marca-país, a identificação dos processos de desenvolvimento e gerenciamento realizados pela Marca Brasil, a identificação das dificuldades e benefícios no desenvolvimento e gerenciamento de uma marca-país e a análise e a apresentação de sugestões de melhorias no processo de desenvolvimento e gerenciamento de uma marca-país, especificamente para a Marca Brasil. A pesquisa foi qualitativa e exploratória, sendo realizada a partir de dados secundários e de entrevista em profundidade com responsáveis da Embratur da Diretoria de Marketing. Os resultados obtidos indicam que o modelo proposto de criação e gerenciamento de uma marca-país pode ser aplicado à Marca Brasil, sendo constatado que todos os processos são considerados necessários para que haja uma criação e um gerenciamento da marca eficiente, apesar de não serem realizadas todas as etapas propostas pelo modelo. Com a abordagem de Gerenciamento de Processos de Negócio (BPM) foi possível propor sugestões de melhorias no gerenciamento da Marca Brasil, resultando no modelo unificado. Além disso, foi verificada a existência de benefícios na existência da Marca Brasil, como o de um alinhamento na comunicação na área de turismo, em que os atributos do país são uniformes. Entretanto, cita-se como dificuldade no gerenciamento da Marca Brasil a baixa priorização do turismo dentro da economia brasileira. Desta maneira, uma das principais contribuições deste estudo é proporcionar aos pesquisadores um modelo unificado de criação e gerenciamento de uma marca-país e aos profissionais envolvidos, uma melhor compreensão dos processos da Marca Brasil. Palavras-chave: Marca-país, Marca Brasil, Marketing de destino. MIYAMARU, L. Development of a model for country brand: evaluation of the applicability for the Brazil Brand. 2019. 214 p. Dissertation (Master)
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