Analysis of Brazilian fashion sectorial brand identity

Pádua

et al. 2023

BIJ

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.

Section: Bij 311mentioning

confidence: 99%

Business process management applicability to destination country-brand management

Miyamaru

Pádua

et al. 2023

BIJ

“…In the literature, there are brand identity management models for several contexts, such as products (Srivastava, 2011), sectors (Lourenção et al , 2018), countries (Ruzzier and de Chernatony, 2013), regions (Cassinger and Eksell, 2017) and also for organizations (Rashid and Ghose, 2015). However, no studies were found that link the brand identity concept with sustainability.…”

Section: Brand Identity: Overview and Link To Sustainabilitymentioning

confidence: 99%

Development of a sustainable brand identity model: fostering the implementation of SDGs in the Brazilian power sector

Caldana

Krüger

et al. 2021

BIJ

PurposeThis study aims to develop a sustainable brand identity model to help organizations align their managerial practices to sustainable development goals (SDGs) and examine its applicability for a Brazilian electrical sector company.Design/methodology/approachA systematic qualitative review of the literature was carried out to provide a theoretical basis for the attributes chosen to compose the sustainable brand identity management (SBIM) model. To apply the model, the authors collected the data from internal and public domain documents, semi-structured in-depth interviews and non-participant observation of the company's work environment.FindingsThe first SBIM model was developed. The Brazilian power sector company implemented sustainable actions related to most of the models' attributes, contributing to the SDGs. A research agenda was presented.Research limitations/implicationsThe theoretical contribution is provided toward brand identity and sustainability literature with the sustainable brand identity model development and the conceptual explanation regarding its attributes.Practical implicationsThe practical implications are provided from the model application to an electrical company leading to some managerial suggestions that might be used to companies willing to align their practices to sustainability.Originality/valueThe studies on SDG and brand identity models were analyzed in order to create the first SBIM model. This article extends the concept of the brand identity of marketing theory by linking its core to sustainability actions, so far not addressed in academic studies.

“…Tregear and Gorton (2009) comment about the difficulty of developing a unique identity for the shared brand, they report that when several companies want to contribute to the construction of the identity, there is a risk of developing an inconsistency and not being able to form a consolidated brand. The study of Lourenção et al (2018) also reports about the difficulty of consolidating characteristics that were representative of all associations of the sector in order to form the identity of the sectoral brand.…”

Section: Sectoral Brand Management: Using Vsm and Bpmmentioning

confidence: 99%

“…The present study intends to bring contributions in the scope of the literature of three academic areas: sectoral brands; systems management and process management. It is relevant because sectoral brands have faced difficulties in their systems processes, such as: planning processes (Capellaro and Giraldi, 2015); development processes (Iversen and Hem, 2008; Tregear and Gorton, 2009), implementation processes (Lourenção et al , 2018) and recent studies indicate that several systemic managerial problems can be mitigated with a process-oriented management (Segatto et al , 2013; Maddern et al , 2014; Dave, 2017, Trkman et al , 2015).…”

Section: Introductionmentioning

confidence: 99%

Development of sectoral brands with emphasis on structure and processes

Miyamaru

Giraldi

et al. 2019

BPMJ

Self Cite

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.