Title: Comparison between sectoral brands and country brands: challenges for the Brazilian market

Authors: Angélica Ferreira Capellaro; Marina Toledo De Arruda Lourenção; Janaina De Moura Engracia Giraldi

Addresses: Department of Business Administration, University of São Paulo (USP), Av. Bandeirantes, 3900, 14040905 – Ribeirão Preto, São Paulo, Brazil ' Department of Business Administration, University of São Paulo (USP), Av. Bandeirantes, 3900, 14040905 – Ribeirão Preto, São Paulo, Brazil ' Department of Business Administration, University of São Paulo (USP), Av. Bandeirantes, 3900, 14040905 – Ribeirão Preto, São Paulo, Brazil

Abstract: This article sought to understand how sectoral brands can be compared to country brands. Field research was exploratory qualitative, using secondary data and in-depth interviews. It was verified that the development of sectoral brands is convenient not only when the image of the country does not favour the activity of the sector, but also for any sector of the Brazilian economy that aims to leverage its exports. It was also possible to understand that the sectors encounter greater internal difficulties than difficulties in relation to competitiveness in the international market. When compared to the process of country brand development it is seen that these steps can be applied to the management of sector brands, however, they are not enough to cover all the detail needed for the creation and management of them. The need for studies that elaborate a new process of brand creation for sectors is identified.

Keywords: brand management; country image; country brand; sectoral brand; Brazilian market; Brazil.

DOI: 10.1504/LAJMSD.2019.100852

Latin American Journal of Management for Sustainable Development, 2019 Vol.4 No.4, pp.327 - 345

Received: 20 Aug 2018
Accepted: 09 Apr 2019

Published online: 15 Jul 2019 *

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