Development of a sustainable brand identity model: fostering the implementation of SDGs in the Brazilian power sector
Benchmarking: An International Journal
ISSN: 1463-5771
Article publication date: 15 December 2021
Issue publication date: 24 November 2022
Abstract
Purpose
This study aims to develop a sustainable brand identity model to help organizations align their managerial practices to sustainable development goals (SDGs) and examine its applicability for a Brazilian electrical sector company.
Design/methodology/approach
A systematic qualitative review of the literature was carried out to provide a theoretical basis for the attributes chosen to compose the sustainable brand identity management (SBIM) model. To apply the model, the authors collected the data from internal and public domain documents, semi-structured in-depth interviews and non-participant observation of the company's work environment.
Findings
The first SBIM model was developed. The Brazilian power sector company implemented sustainable actions related to most of the models' attributes, contributing to the SDGs. A research agenda was presented.
Research limitations/implications
The theoretical contribution is provided toward brand identity and sustainability literature with the sustainable brand identity model development and the conceptual explanation regarding its attributes.
Practical implications
The practical implications are provided from the model application to an electrical company leading to some managerial suggestions that might be used to companies willing to align their practices to sustainability.
Originality/value
The studies on SDG and brand identity models were analyzed in order to create the first SBIM model. This article extends the concept of the brand identity of marketing theory by linking its core to sustainability actions, so far not addressed in academic studies.
Keywords
Acknowledgements
The authors are grateful to reviewers and editors for their insightful comments on earlier drafts of the manuscript. The authors would also like to thank GOLDEN for Sustainability Brazil team for their full support during the execution of this study. Financial support was partially provided by National Council for Scientific and Technological Development (CNPq–Brazil) and Coordination for the Improvement of Higher Education Personnel (CAPES–Brazil).
Citation
Caldana, A.C.F., Lourenção, M., Krüger, C., Pennabel, A.F. and dos Santos, N.M.B.F. (2022), "Development of a sustainable brand identity model: fostering the implementation of SDGs in the Brazilian power sector", Benchmarking: An International Journal, Vol. 29 No. 9, pp. 3008-3029. https://doi.org/10.1108/BIJ-06-2021-0363
Publisher
:Emerald Publishing Limited
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