Development of sectoral brands with emphasis on structure and processes

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.

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“…Typically, an end-to-end process is a chain of process steps (or subprocesses) that starts with a customer trigger and proceeds through until a successful outcome for the customer is achieved (Lizano-Mora et al, 2021). In order to complete the process, the evaluation of distinct aspects of an organization/institution is essential to achieve efficiency through process implementation and control (Lourenção et al, 2020). From this perspective, benefits at a strategic level can be achieved by the systematization of operations and the design of a process map (Maddern et al, 2013).…”

“…One of the issues process designers face is the selection of an appropriate modeling language, since there is a huge number of language possibilities for the representation of business processes and their requirements (Ramos-Merino et al, 2018). Among the different notations available for modeling business processes, some of the most influential today are BPMN (considered as a standard) (Lourenção et al, 2020), task planning visual modeling language (TP-VML) (OPENEHR, 2020), case management model and notation (CMMN) (Bork et al, 2020) and unified modeling language (UML) (N€ uttgens et al, 1998), created by the object management group, and yet another workflow language (YAWL) (Adams et al, 2020).…”

“…, 2021). In order to complete the process, the evaluation of distinct aspects of an organization/institution is essential to achieve efficiency through process implementation and control (Lourenção et al. , 2020).…”

“…, 2018). Among the different notations available for modeling business processes, some of the most influential today are BPMN (considered as a standard) (Lourenção et al. , 2020), task planning visual modeling language (TP-VML) (OPENEHR, 2020), case management model and notation (CMMN) (Bork et al.…”

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“…Sectorial brands are part of the broader scope. They are developed from projects created with the intention of international representation of a specific sector of the country, aiming at increasing its export (Lourenção et al, 2019). Any company that is within the sector can be part of it.…”