Analysis of Brazilian fashion sectorial brand identity

Abstract

PurposeThe 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/approachAn exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector.FindingsThe 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/implicationsMoreover, 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 implicationsA 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/valueAn empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.