A sectorial validation and application of a conceptual framework for creating a brand management strategy

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.