Model for the management of trade brands: a theoretical approach based on the General System?s Theory

Abstract

This article presents a Systemic Model of management for trade brands based on the contributions derived from conceptual and empirical literature. The aim is to analyse the previous analyses and to propose a series of hypotheses that demonstrate the interrelation-ship between the considered essential elements in the process of brands’ building. Results have been obtained by means of a qualitative analysis that has led to the identification of four essential dimensions in the process of brands’ management: Identity, positioning, formal image and communication. The proposed model is a useful tool to manage in a rigorous way the processes of brands’ creation and audit.