Analysis of Brazilian fashion sectorial brand identity

The present study proposes to identify similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System brand.

An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector.

The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the Brasil Fashion System brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad.

Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, since in this way brands could be created with more suitable attributes for each partner, which will better suit their target audiences.

A practical contribution is also obtained since the study can help in the elaboration of improvements for the sectorial brands that represents a large partners group An empirical evidence of how identify common attributes between sectoral brand partners was presented in order to have a consolidated brand image in external market.