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.

Branding has become a business priority over the past few decades due to the growing awareness that brands are one of the companies’ most valuable intangible assets. Academics and practitioners have proposed models of components to simplify brands into a small number of parts, or dimensions. Nonetheless, there is a lack of specific approaches to brand management models that fit specific business scenarios. The objective of this study was to propose a general framework to create custom brand management strategies that fit specific business scenarios through a set of independent brand dimensions. The framework was applied to the specific case of SME alliance in a B2B export environment as an example of use. This study reviews the most cited brand management models in literature and classified them into 12 independent brand dimensions. The results suggest that regardless of the brand management model, all of them converge on the fact that creating a high-quality brand relationship with the customer is crucial for the branding process. Findings suggest non-evident relationships between dimensions. The findings also suggest that brand dimensions’ and brand dimension relationships’ importance in specific business scenarios shape brand management models in unique ways.

The import activity of wooden prefabricated buildings in the Northeastern US region was over CAD 41.8 million during 2019, according to the US Census Bureau. This amount was growing at a 12.5% annual rate on average since 2017. There is evidence of a continued shortfall in supply for the construction market to be overcome in the region. The objective of this study was to estimate the export potential of wooden prefabricated buildings from the Province of Quebec to the Northeastern US region for the next decade in relation to the export activity and production capacity of the industry. The value of annual production of wooden prefabricated buildings in Quebec was up to CAD 578 million in 2019, according to iCRIQ. Export activities from Quebec are mainly directed to the Northeastern US, and were of CAD 18.8 million in 2019, or 81% of Quebec’s wooden prefabricated building exports. Results suggest that potential for wooden prefabricated building exports from the Province of Quebec to the US Northeastern region is important in terms of market share. The study also suggests that by drastically increasing the production capacity of the industry there is no chance that supply will overcome demand.