Branding as a communications strategy: A framework for desired brand identity

Abstract

This article proposes a framework describing desired brand identity for suppliers of wood products in the non-residential construction market. A conceptual framework for desired brand identity was adapted from the existing literature. A questionnaire for informing the development of a desired brand identity for wood products was developed and implemented within three wood products organisations using a case study approach. The major components of the desired brand identity of each firm were established. These components are close to those of industrial brands, as they tend to focus on attributes, such as service, support and availability. Some attributes allow for the differentiation of the three brands, but the ubiquitous quest to be known as an environmentally friendly producer may hamper branding differentiation efforts. The branding framework captures the conceptualisations of brands proposed by various authors and provides guidance for research. The main limitation is that results cannot be inferred onto the population of wood suppliers as a whole. Nevertheless, the conceptual framework for branding management and the questionnaire for informing brand identity can guide the efforts of firms from the wood products industry, but also from other sectors, in developing and managing a brand.