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Branding an industry?

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  • Domen Bajde

    (University of Southern Denmark)

Abstract

The paper conceptualizes and discusses the concept of industry branding, and argues for its growing relevance to branding scholarship and practice. We map out a set of increasingly pertinent branding challenges and processes that have so far not received sufficient scholarly attention. After appraising several definitional considerations, the paper provides a clear definition of industry branding and points to specific socio-economic developments that have further increased its relevance. The paper outlines the multiple constituents, audiences, and dimensions of industry branding, that make it unique compared to other forms of branding. To address this uniqueness, we draw upon theories of cultural branding and industry legitimacy to develop a broader framework of industry branding. We conclude the paper by outlining several opportunities for future research.

Suggested Citation

  • Domen Bajde, 2019. "Branding an industry?," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 497-504, September.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:5:d:10.1057_s41262-019-00152-y
    DOI: 10.1057/s41262-019-00152-y
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    References listed on IDEAS

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    Cited by:

    1. Bajde, Domen & Chelekis, Jessica & van Dalen, Arjen, 2022. "The megamarketing of microfinance: Developing and maintaining an industry aura of virtue," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 134-155.
    2. Christian H. Koch, 2020. "Brands as activists: The Oatly case," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 593-606, September.
    3. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
    4. Christian H. Koch, 0. "Brands as activists: The Oatly case," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    5. Eriksson, Theresa & Näppä, Anna & Robertson, Jeandri, 2023. "Crafting a paying-it-forward mindset in business: Five principles for a competitive employer branding advantage," Business Horizons, Elsevier, vol. 66(1), pages 51-64.
    6. King, Ceridwyn & Madera, Juan M. & Lee, Lindsey & Murillo, Enrique & Baum, Tom & Solnet, David, 2021. "Reimagining attraction and retention of hospitality management talent– A multilevel identity perspective," Journal of Business Research, Elsevier, vol. 136(C), pages 251-262.

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