Development of an identity model for sector brands
Volume: 21, Issue: 3, Pages: 317 - 340
Published: Jul 10, 2017
Abstract
Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The...
Paper Details
Title
Development of an identity model for sector brands
Published Date
Jul 10, 2017
Volume
21
Issue
3
Pages
317 - 340
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