Abstract
This article proposes a framework describing desired brand identity for suppliers of wood products in the non-residential construction market. A conceptual framework for desired brand identity was adapted from the existing literature. A questionnaire for informing the development of a desired brand identity for wood products was developed and implemented within three wood products organisations using a case study approach. The major components of the desired brand identity of each firm were established. These components are close to those of industrial brands, as they tend to focus on attributes, such as service, support and availability. Some attributes allow for the differentiation of the three brands, but the ubiquitous quest to be known as an environmentally friendly producer may hamper branding differentiation efforts. The branding framework captures the conceptualisations of brands proposed by various authors and provides guidance for research. The main limitation is that results cannot be inferred onto the population of wood suppliers as a whole. Nevertheless, the conceptual framework for branding management and the questionnaire for informing brand identity can guide the efforts of firms from the wood products industry, but also from other sectors, in developing and managing a brand.
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Notes
For instance, one volunteer company showed keen interest in branding management and in participating in the research, but went bankrupt a few days before the scheduled interview.
Names have been withheld to maintain anonymity of the participating companies.
Composite structural beam and column products put together such that their cross-sections resemble an ‘I’ shape.
Glue laminated posts and beams.
Used in the production of large wood panels.
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1holds a PhD from the Faculty of Forestry at the University of British Columbia. His work focuses on the role of communications in emerging markets for wood products. His research interests include branding construction and management as a lever to communicate with potential users of wood products. Professionally, he works as a Research Scientist in forest products marketing for FPInnovations, the world's largest non-profit research institute on forests and wood products. He has published numerous reports on the industrialisation of the homebuilding industry and conducted several surveys of industrial wood users.
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Robichaud, F., Richelieu, A. & Kozak, R. Branding as a communications strategy: A framework for desired brand identity. J Brand Manag 19, 712–734 (2012). https://doi.org/10.1057/bm.2011.61
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DOI: https://doi.org/10.1057/bm.2011.61