期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2013
卷号：4
期号：2
页码：p27
语种：English
出版社：Sciedu Press
摘要：Sector brands are an alternative to the impossibility or inadequacy of developing national country brands. However, studies examining the subject are scarce. This article examines the development process of the Brazilian information technology sector brand and contributes to the understanding of sector brands. The empirical study is a case study of the Brasil IT+ brand, which was created to strengthen Brazilian information technology sector exports. The study concludes that the process of creating the Brasil IT+ sector brand was suitable according to the literature on brands, although certain aspects of the process could have been improved. For example, the brand could be adapted to each type of target audience and should control exports and the quality of the enterprises that conduct business under the brand. It was also possible to determine that the brand is investing in the construction of a competitive differentiator for the Brazilian sector, which will generate increasingly more competitive advantages for the enterprises that use the sector brand as a form of marketing in the international market.
