Branding a Finnish apparel brand : An interview study of Finnish retail apparel brand managers

Abstract: The current market for apparel retail goods is continuously getting more competitive due to the increasing amount of actors in the field. In order to stand out in the complex and dynamic market branding has emerged to be companies’ top priority because brands are increasingly becoming more valuable assets to companies’ business performance. However, the topic of brand management usually lacks the consideration regarding practical aspects because of the questions of academics’ access and exposure to the field. Also, it has been said that one of the common obstacles in the Finnish apparel and textile industry is the lack of knowledge in branding and thus, more should be known about branding and the common perceptions of individuals who are working with branding. In light of the above, the purpose of this thesis is to discover and expand knowledge on how Finnish apparel brand managers currently perform branding when managing a Finnish apparel brand. This study is composed of a literature review and an empirical research. In the literature review, issues related to branding are investigated. Brands, brand managers’ work tasks and the changes in today’s branding environment are all considered. In the empirical research the data was collected through semi-structured interviews with five Finnish apparel brand managers, who are managing a Finnish apparel retail brand. Three central themes, a general understanding of an apparel brand and branding, brand managers’ work related tasks and brand managers’ main challenges in branding, were formed based on the various perceptions that research participants associated with branding and managing an apparel brand. The thematic orientations were similar between all of the participants, but some different perceptions occurred when studying the themes in more detail. Finnish apparel brand managers perceive an apparel brand from slightly different angles but they attach similar characteristics to their managed brands such as Finnishness, sustainability and story-telling. All of the Finnish apparel brand managers focus on creating and maintaining an identity for a trademark or products that are offered and ensuring consistency and clarity in all actions around the managed brand. In order to maintain the Finnish apparel brands, the Finnish apparel brand managers carry out several work tasks that revolve around the brand. Also, Finnish apparel brand managers take the branding environment into consideration while managing a Finnish apparel brand including for instance the effects of digitalization and sustainability issues. The challenges of branding are related to implementation of the brand strategy and to communicational issues of the brand message. The findings of this study may assist the practitioners in the field in understanding the importance of branding from a broad perspective and analyzing the managed brand as an integral part of the ever changing branding environment. Also, the results may help to understand the value of establishing a consistent brand strategy as well as understanding the importance of the consumers.