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

Author

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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)

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.

Suggested Citation

  • Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2023. "A Sectorial Validation and Application of a Conceptual Framework for Creating a Brand Management Strategy," Businesses, MDPI, vol. 3(3), pages 1-17, July.
    • Handle: RePEc:gam:jbusin:v:3:y:2023:i:3:p:26-440:d:1195694
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    References listed on IDEAS

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