A Sectorial Validation and Application of a Conceptual Framework for Creating a Brand Management Strategy

Allan Cid (), Pierre Blanchet, François Robichaud and Nsimba Kinuani
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Allan Cid: NSERC Industrial Research Chair on Eco-Responsible Wood Construction (CIRCERB), Department of Wood and Forest Sciences, Laval University, 2425 De La Terrasse Street, Quebec City, QC G1V 0A6, Canada
Pierre Blanchet: NSERC Industrial Research Chair on Eco-Responsible Wood Construction (CIRCERB), Department of Wood and Forest Sciences, Laval University, 2425 De La Terrasse Street, Quebec City, QC G1V 0A6, Canada
François Robichaud: Forest Economic Advisors, LLC, 298 Great Road, Littleton, MA 01460, USA
Nsimba Kinuani: FPInnovations, 1055 Peps Street, Quebec City, QC G1V 4C7, Canada

Businesses, 2023, vol. 3, issue 3, 1-17

Abstract: Brands can be one of a company’s most valuable intangible assets and a lever to generate value. As a source of added value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to validate this conceptual framework and apply it to propose a brand management strategy in a specific business scenario. For this purpose, a sectorial cross-validation was developed by triangulating the application of the framework to two data collection methods: (1) interviews and (2) a literature review. The results suggested that decomposing a complex business scenario into single-dimensioned business scenarios can help to propose, enhance, or reframe a brand strategy. The results also suggested that some brand dimensions can be used to lever other brand dimensions, such as brand relationship, which is at the top of CEO/CMO priorities in this field. This work contributes to theory by cross-validating the conceptual framework for creating brand management strategies through triangulation.

Keywords: branding; brand management; brand management strategy; Business-to-Business (B2B); ingredient branding; sectorial branding; export branding; alliance branding; construction branding; SME (Small and Medium Enterprise) branding (search for similar items in EconPapers)
JEL-codes: A1 D0 D4 D6 D7 D8 D9 E0 E2 E3 E4 E5 E6 E7 F0 F2 F3 F4 F5 F6 G0 G1 G2 H0 J0 K2 L0 L1 L2 M0 M1 M2 M3 M4 M5 N0 N1 N2 O0 O1 P0 (search for similar items in EconPapers)
Date: 2023
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