Brand resource orchestration: a strategic framework for managing brands

Antonio Pedro Cruz Costa Alves; Fabiano Rodrigues

doi:10.5585/2025.26007

Autores

Antonio Pedro Cruz Costa Alves Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil https://orcid.org/0000-0002-6461-5763
Fabiano Rodrigues Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil https://orcid.org/0000-0002-0313-9492

DOI:

https://doi.org/10.5585/2025.26007

Palavras-chave:

brand management, branding strategy, resource orchestration, RBT, brand resource orchestration

Resumo

Objective: This article aims to identify the branding resources and capabilities and their inter-relations, proposing a new framework called Brand Resource Orchestration (BRO). Brands need to be unique in the eyes of consumers and different from competitors to be a source of value for companies.

Method: This study used the Design Science Research (DSR) method to build the framework, identifying resources and capabilities from the literature review and scrutinising them in interviews with marketing managers, directors, consultants, and professors.

Originality/Relevance: Extensive research discussed the meaning of brands and the creation of their identities, depicted in several brand identity models. However, there is a gap in academic studies in branding and strategic marketing regarding the orchestration of resources and capabilities.

Findings: Our proposed framework has four dimensions: organisation, brand identity, brand positioning, market environment, and brand results.

Theoretical and Managerial Contributions: We integrate branding theory and marketing capabilities with Resource-Based Theory (RBT) and resource orchestration, providing a new framework to organise capabilities and resources related to brand management.

Downloads

Não há dados estatísticos.

Traduções deste artigo

Orquestração de recursos da marca: um modelo estratégico para gestão de marcas (Português (Brasil))

Biografia do Autor

Antonio Pedro Cruz Costa Alves, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Antonio Pedro Cruz Costa Alves é doutorando pela ESPM, mestre pela mesma instituição e graduado em Administração de Empresas pela Fundação Getulio Vargas. Atua como consultor de branding e estratégia para empresas e organizações sem fins lucrativos. Seus interesses de pesquisa estão voltados para branding, estratégia e comportamento do consumidor.

Fabiano Rodrigues, Escola Superior de Propaganda e Marketing (ESPM), São Paulo, SP, Brasil

Fabiano Rodrigues é pesquisador colaborador do Programa de Pós-graduação em Administração da ESPM, onde também atua como professor de inovação, criatividade e novos modelos de negócios na graduação. Atualmente ocupa o cargo de Chefe do Centro de Gestão e Transformação de Negócios da ESPM. Possui doutorado em administração e mestrado em engenharia de produção, ambos pela Universidade de São Paulo. Membro da Society for Decision Professionals, com formação complementar em Decisões Estratégicas e Gestão de Riscos pelo programa de certificação profissional da Universidade de Stanford. Seus interesses de pesquisa envolvem temas como inovação, tomada de decisão, marketing e machine learning.

Referências

Aaker, D. A. (1996). Building Strong Brands. Free Press.

Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership. Free Press.

Aaker, D. A., & Shansby, J. G. (1982). Positioning your product. Business Horizons, 25(3), 56–62. https://doi.org/https://doi.org/10.1016/0007-6813(82)90130-6

Alves, A. P. C. C., & Rodrigues, F. (2022). Brand Identity Co-creation Dilemma. ReMark - Revista Brasileira de Marketing, 21(5), 1845–1872. https://doi.org/10.5585/remark.v21i5.21874

Alves, A. P. C. C., Rodrigues, F., & Strehlau, V. I. (2023). Middle-Age Brand Identity Crisis. Internext, 18(2), 130–154. https://doi.org/10.18568/internext.v18i2.719

Asiaei, K., Rezaee, Z., Bontis, N., Barani, O., & Sapiei, N. S. (2021). Knowledge assets, capabilities and performance measurement systems: a resource orchestration theory approach. Journal of Knowledge Management, 25(8), 1947–1976. https://doi.org/10.1108/JKM-09-2020-0721

Avis, M., & Henderson, I. L. (2022). A solution to the problem of brand definition. European Journal of Marketing, 56(2), 351–374. https://doi.org/10.1108/EJM-09-2020-0700

Baert, C., Meuleman, M., Debruyne, M., & Wright, M. (2016). Portfolio Entrepreneurship and Resource Orchestration. Strategic Entrepreneurship Journal, 10(4), 346–370. https://doi.org/https://doi.org/10.1002/sej.1227

Balmer, J. M. T. (2012). Strategic corporate brand alignment: Perspectives from identity based views of corporate brands. European Journal of Marketing, 46(7/8), 1064–1092. https://doi.org/10.1108/03090561211230205

Balmer, J. M. T., & Podnar, K. (2021). Corporate brand orientation: Identity, internal images, and corporate identification matters. Journal of Business Research, 134, 729–737. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.06.016

Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108

Barney, J. B. (2014). How marketing scholars might help address issues in resource-based theory. Journal of the Academy of Marketing Science, 42(1), 24–26. https://doi.org/10.1007/s11747-013-0351-8

Behl, A., Jayawardena, N., Nigam, A., Pereira, V., Shankar, A., & Jebarajakirthy, C. (2023). Investigating the revised international marketing strategies during COVID-19 based on resources and capabilities of the firms: A mixed method approach. Journal of Business Research, 158, 113662. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113662

Brodie, R. J., Benson-Rea, M., & Medlin, C. J. (2017). Branding as a dynamic capability: Strategic advantage from integrating meanings with identification. Marketing Theory, 17(2), 183–199. https://doi.org/10.1177/1470593116679871

Burmann, C., Riley, N., Halaszovich, T., & Schade, M. (2017). Identity-based brand management: fundamentals-strategy-implementation-controlling. Springer Gabler.

Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279–300. https://doi.org/10.1057/palgrave.bm.2540223

Cao, G., & Tian, N. (2020). Enhancing customer-linking marketing capabilities using marketing analytics. Journal of Business & Industrial Marketing, 35(7), 1289–1299. https://doi.org/10.1108/JBIM-09-2019-0407

Carnes, C. M., Chirico, F., Hitt, M. A., Huh, D. W., & Pisano, V. (2017). Resource Orchestration for Innovation: Structuring and Bundling Resources in Growth- and Maturity-Stage Firms. Long Range Planning, 50(4), 472–486. https://doi.org/https://doi.org/10.1016/j.lrp.2016.07.003

Casprini, E., Melanthiou, Y., Pucci, T., & Zanni, L. (2020). Managing founder-based brand identity during succession. Journal of Brand Management, 27(1), 1–14. https://doi.org/10.1057/s41262-019-00161-x

Cassidy, T. (2011). The Mood Board Process Modeled and Understood as a Qualitative Design Research Tool. Fashion Practice, 3(2), 225–251. https://doi.org/10.2752/175693811X13080607764854

Chadwick, C., Super, J. F., & Kwon, K. (2015). Resource orchestration in practice: CEO emphasis on SHRM, commitment-based HR systems, and firm performance. Strategic Management Journal, 36(3), 360–376. https://doi.org/https://doi.org/10.1002/smj.2217

Chakma, R., Dhir, S., Ongsakul, V., Sakka, G., & Ahmed, Z. U. (2022). Marketing resources, competitive advantage, and marketing performance: a modified TISM and MICMAC approach. Journal of Strategic Marketing, 1–17. https://doi.org/10.1080/0965254X.2022.2138954

Chirico, F., Sirmon, D. G., Sciascia, S., & Mazzola, P. (2011). Resource orchestration in family firms: investigating how entrepreneurial orientation, generational involvement, and participative strategy affect performance. Strategic Entrepreneurship Journal, 5(4), 307–326. https://doi.org/https://doi.org/10.1002/sej.121

Coleman, D., de Chernatony, L., & Christodoulides, G. (2011). B2B service brand identity: Scale development and validation. Industrial Marketing Management, 40(7), 1063–1071. https://doi.org/https://doi.org/10.1016/j.indmarman.2011.09.010

Cui, M., & Pan, S. L. (2015). Developing focal capabilities for e-commerce adoption: A resource orchestration perspective. Information & Management, 52(2), 200–209. https://doi.org/https://doi.org/10.1016/j.im.2014.08.006

da Silveira, C., Lages, C., & Simões, C. (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66(1), 28–36. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.07.020

Davcik, N. S., & Sharma, P. (2016). Marketing resources, performance, and competitive advantage: A review and future research directions. Journal of Business Research, 69(12), 5547–5552. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.04.169

Davcik, N. S., Vinhas da Silva, R., & Hair, J. F. (2015). Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3–17. https://doi.org/10.1108/JPBM-06-2014-0639

de Chernatony, L. (1999). Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation. Journal of Marketing Management, 15(1–3), 157–179. https://doi.org/10.1362/026725799784870432

de Chernatony, L., & Riley, F. D. (1998). Defining A ‘Brand’: Beyond The Literature With Experts’ Interpretations. Journal of Marketing Management, 14(5), 417–443. https://doi.org/10.1362/026725798784867798

de Mooij, M. (2019). Global marketing and advertising: understanding cultural paradoxes (5th ed.). SAGE Publications.

D’Oria, L., Crook, T. R., Ketchen, D. J., Sirmon, D. G., & Wright, M. (2021). The Evolution of Resource-Based Inquiry: A Review and Meta-Analytic Integration of the Strategic Resources–Actions–Performance Pathway. Journal of Management, 47(6), 1383–1429. https://doi.org/10.1177/0149206321994182

Dresch, A., Lacerda, D. P., & Antunes Jr, J. A. V. (2015). Design Science Research: A Method for Science and Technology Advancement. Springer International Publishing. https://doi.org/10.1007/978-3-319-07374-3

Feddersen, C. (2010). Repositionierung von Marken: Ein agentenbasiertes Simulationsmodell zur Prognose der Wirkungen von Repositionierungsstrategien. Gabler.

Garner, S., & McDonagh-Philp, D. (2001). Problem Interpretation and Resolution via Visual Stimuli: The Use of ‘Mood Boards’ in Design Education. Journal of Art & Design Education, 20(1), 57–64. https://doi.org/https://doi.org/10.1111/1468-5949.00250

Gioia, D. A., Corley, K. G., & Hamilton, A. L. (2012). Seeking Qualitative Rigor in Inductive Research: Notes on the Gioia Methodology. Organizational Research Methods, 16(1), 15–31. https://doi.org/10.1177/1094428112452151

Grönroos, C. (2024). Business model innovation through the adoption of service logic: evolving to servification. Journal of Service Theory and Practice, 34(3), 347–360. https://doi.org/10.1108/JSTP-12-2022-0295

Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590–604. https://doi.org/10.1057/bm.2010.14

Helfat, C. E., Finkelstein, S., Mitchell, W., Peteraf, M. A., Singh, H., Teece, D. J., & Winter, S. G. (2007). Dynamic capabilities : understanding strategic change in organizations. Blackwell Publishing Ltd.

Hevner, A. R., March, S. T., Park, J., & Ram, S. (2004). Design Science in Information Systems Research. MIS Quarterly, 28(1), 75–105. https://doi.org/10.2307/25148625

Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: software of the mind. McGraw-Hill.

Hooley, G., Broderick, A., & Möller, K. (1998). Competitive positioning and the resource-based view of the firm. Journal of Strategic Marketing, 6(2), 97–116. https://doi.org/10.1080/09652549800000003

House, R. J., Hanges, P. J., Javidan, M., Dorfman, P. W., & Gupta, V. (2004). Culture, Leadership, and Organizations: The GLOBE study of 62 societies. SAGE Publications, Inc.

Inglehart, R. (2018). Cultural evolution: people’s motivations are changing, and reshaping the world. Cambridge Univesity Press.

Interbrand. (2022). Best Global Brands. https://interbrand.com/best-brands/

Kaasa, A. (2021). Merging Hofstede, Schwartz, and Inglehart into a Single System. Journal of Cross-Cultural Psychology, 52(4), 339–353. https://doi.org/10.1177/00220221211011244

Kapferer, J.-N. (2008). The new strategic branding management: creating and sustaining brand equity long term (4th ed.). Kogan Page.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson Education Limited.

Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1–18. https://doi.org/10.1177/002224299005400201

Kozlenkova, I. V, Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42(1), 1–21. https://doi.org/10.1007/s11747-013-0336-7

Kraaijenbrink, J., Spender, J.-C., & Groen, A. J. (2009). The Resource-Based View: A Review and Assessment of Its Critiques. Journal of Management, 36(1), 349–372. https://doi.org/10.1177/0149206309350775

Kristal, S., Baumgarth, C., & Henseler, J. (2018). “Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists. Journal of Product & Brand Management, 27(3), 334–347. https://doi.org/10.1108/JPBM-01-2017-1405

Lee, W. J. (Thomas), O’Cass, A., & Sok, P. (2017). Unpacking brand management superiority. European Journal of Marketing, 51(1), 177–199. https://doi.org/10.1108/EJM-09-2015-0698

Liu, A. X., Hsu, C. H. C., & Fan, D. X. F. (2020). From brand identity to brand equity: a multilevel analysis of the organization–employee bidirectional effects in upscale hotels. International Journal of Contemporary Hospitality Management, 32(7), 2285–2304. https://doi.org/10.1108/IJCHM-08-2019-0680

Liu, H., Wei, S., Ke, W., Wei, K. K., & Hua, Z. (2016). The configuration between supply chain integration and information technology competency: A resource orchestration perspective. Journal of Operations Management, 44(1), 13–29. https://doi.org/https://doi.org/10.1016/j.jom.2016.03.009

Lourenção, M. T. de A., & Giraldi, J. de M. E. (2017). Development of an identity model for sector brands. Journal of Fashion Marketing and Management: An International Journal, 21(3), 317–340. https://doi.org/10.1108/JFMM-10-2016-0097

Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding. Journal of the Academy of Marketing Science, 34(2), 224–235. https://doi.org/10.1177/0092070305283356

Mahdiraji, H. A., Kamardi, A. A., Hajiagha, S. H. R., & Vrontis, D. (2024). Unveiling the controversies of brand identity management: A holistic framework for global B2B companies through a hybrid systematic literature review and interpretive structural modelling. Industrial Marketing Management, 121, 179–197. https://doi.org/https://doi.org/10.1016/j.indmarman.2024.07.016

McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13(1), 71–84. https://doi.org/10.1086/209048

Merrilees, B., Rundle-Thiele, S., & Lye, A. (2011). Marketing capabilities: Antecedents and implications for B2B SME performance. Industrial Marketing Management, 40(3), 368–375. https://doi.org/https://doi.org/10.1016/j.indmarman.2010.08.005

Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344. https://doi.org/10.1007/s11747-009-0143-3

Orr, L. M., Bush, V. D., & Vorhies, D. W. (2011). Leveraging firm-level marketing capabilities with marketing employee development. Journal of Business Research, 64(10), 1074–1081. https://doi.org/https://doi.org/10.1016/j.jbusres.2010.11.003

Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135–145. https://doi.org/10.2307/1251291

Peffers, K., Tuunanen, T., Rothenberger, M. A., & Chatterjee, S. (2007). A Design Science Research Methodology for Information Systems Research. Journal of Management Information Systems, 24(3), 45–77. https://doi.org/10.2753/MIS0742-1222240302

Porter, M. E. (1979). How Competitive Forces Shape Strategy. Harvard Business Review, March, 137–145.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/https://doi.org/10.1002/dir.20015

Rehman, S. U., Bresciani, S., Ashfaq, K., & Alam, G. M. (2022). Intellectual capital, knowledge management and competitive advantage: a resource orchestration perspective. Journal of Knowledge Management, 26(7), 1705–1731. https://doi.org/10.1108/JKM-06-2021-0453

Ries, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw-Hill.

Rosenthal, B., Cardoso, F., & Bortoluci, J. H. (2022). Playing on a moving pitch: foregrounding the impact of sociocultural contexts on social movements and brands. Journal of Marketing Management, 1–28. https://doi.org/10.1080/0267257X.2021.2005663

Sandelowski, M. (2008). Theoretical Saturation. In L. M. Given (Ed.), The Sage Encyclopedia of Qualitative Research Methods (Vols 1 & 2, pp. 875–876). Sage Publications.

Saqib, N. (2023). Typologies and taxonomies of positioning strategies: a systematic literature review. Journal of Management History, 29(4), 481–501. https://doi.org/10.1108/JMH-10-2022-0055

Sarasvuo, S., Rindell, A., & Kovalchuk, M. (2022). Toward a conceptual understanding of co-creation in branding. Journal of Business Research, 139, 543–563. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.09.051

Sirmon, D. G., Hitt, M. A., & Ireland, R. D. (2007). Managing Firm Resources in Dynamic Environments to Create Value: Looking Inside the Black Box. Academy of Management Review, 32(1), 273–292. https://doi.org/10.5465/amr.2007.23466005

Sirmon, D. G., Hitt, M. A., Ireland, R. D., & Gilbert, B. A. (2011). Resource Orchestration to Create Competitive Advantage: Breadth, Depth, and Life Cycle Effects. Journal of Management, 37(5), 1390–1412. https://doi.org/10.1177/0149206310385695

Soleymanzadeh, O., & Hajipour, B. (2025). A bibliometric analysis of resource orchestration research: current status, emerging trends and future research agenda. Management Research Review, 48(4), 643–664. https://doi.org/10.1108/MRR-12-2023-0953

Spry, L., Foster, C., Pich, C., & Peart, S. (2020). Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities. Journal of Strategic Marketing, 28(4), 336–349. https://doi.org/10.1080/0965254X.2018.1501412

Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777–802. https://doi.org/https://doi.org/10.1016/S0149-2063(01)00123-4

Urde, M. (1999). Brand Orientation: A Mindset for Building Brands into Strategic Resources. Journal of Marketing Management, 15(1–3), 117–133. https://doi.org/10.1362/026725799784870504

Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation — From alternatives to synergy. Journal of Business Research, 66(1), 13–20. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.07.018

Urde, M., & Koch, C. (2014). Market and brand-oriented schools of positioning. Journal of Product & Brand Management, 23(7), 478–490. https://doi.org/10.1108/JPBM-11-2013-0445

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3

Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46–67. https://doi.org/https://doi.org/10.1016/j.ijresmar.2016.11.001

Veloutsou, C. (2023). Enlightening the brand building–audience response link. Journal of Brand Management, 30(6), 550–566. https://doi.org/10.1057/s41262-023-00331-y

Vorhies, D. W., & Morgan, N. A. (2005). Benchmarking Marketing Capabilities for Sustainable Competitive Advantage. Journal of Marketing, 69(1), 80–94. https://doi.org/10.1509/jmkg.69.1.80.55505

Vorhies, D. W., Orr, L. M., & Bush, V. D. (2011). Improving customer-focused marketing capabilities and firm financial performance via marketing exploration and exploitation. Journal of the Academy of Marketing Science, 39(5), 736–756. https://doi.org/10.1007/s11747-010-0228-z

Wernerfelt, B. (1984). A Resource-Based View of the Firm. Strategic Management Journal, 5(2), 171–180. http://www.jstor.org/stable/2486175