Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.

Although BRCA1/2 genetic testing in developed countries is part of the reality for high-risk patients for hereditary breast and ovarian cancer (HBOC), the same is not true for upper-middle-income countries. For that reason, this study aimed to evaluate whether the BRCA1/2 genetic test and preventive strategies for women at high risk for HBOC are cost-effective compared to not performing these strategies in an upper-middle-income country. Adopting a payer perspective, a Markov model with a time horizon of 70 years was built to delineate the health states for a cohort of healthy women aged 30 years that fulfilled the BRCA1/2 testing criteria according to the guidelines. Transition probabilities were calculated based on real-world data of women tested for BRCA1/2 germline mutations in a cancer reference hospital from 2011 to 2020. We analyzed 275 BRCA mutated index cases and 356 BRCA mutation carriers that were first- or second-degree relatives of the patients. Costs were based on the Brazilian public health system reimbursement values. Health state utilities were retrieved from literature. The BRCA1/2 genetic test and preventive strategies result in more quality-adjusted life years (QALYs) and costs with an incremental cost-effectiveness ratio of R$ 11,900.31 (U$ 5,504.31)/QALY. This result can represent a strong argument in favor of implementing genetic testing strategies for high-risk women even in countries with upper-middle income, considering not only the cancer prevention possibilities associated with the genetic testing but also its cost-effectiveness to the health system. These strategies are cost-effective, considering a willingness-to-pay threshold of R$ 25,000 (U$ 11,563.37)/QALY, indicating that the government should consider offering them for women at high risk for HBOC. The results were robust in deterministic and probabilistic sensitivity analyses.