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...
Paper Details
Title
Development of sectoral brands with emphasis on structure and processes
Published Date
Jun 10, 2019
Volume
26
Issue
1
Pages
24 - 58
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