Publicação
Redefining the use of fabric technology through brand architecture : the RectoVerso case
| Resumo: | The aim of this dissertation is to highlight the complex nature of brand management in a B2B2C context. RectoVerso is a premium Belgian sportswear brand that was created to function as a platform for displaying Liebaert Textiles innovative fabric technologies. This dissertation first outlines the intended positioning strategy of RectoVerso as a ‘three style-dimension model’, with each dimension corresponding to a specific usage context (fashion, casual, and sports). The author uses qualitative methods to define the style-dimensions and quantitative methods to evaluate which specific fabric benefit is desired more across these dimensions. The last phase consists of understanding how customers value Liebaert Textiles fabric technologies as such and how the benefits within those technologies are experienced across each dimension. The result of this research allows the author to use customer insights to provide Liebaert Textiles with opportunities for restructuring of the brand architecture, by focusing on the benefits of their main asset: the fabric technologies. |
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| Autores principais: | Liebaert, Emmanuel Hilde O. |
| Assunto: | Brand architecture Brand positioning B2B marketing Fabric technology Innovation |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | The aim of this dissertation is to highlight the complex nature of brand management in a B2B2C context. RectoVerso is a premium Belgian sportswear brand that was created to function as a platform for displaying Liebaert Textiles innovative fabric technologies. This dissertation first outlines the intended positioning strategy of RectoVerso as a ‘three style-dimension model’, with each dimension corresponding to a specific usage context (fashion, casual, and sports). The author uses qualitative methods to define the style-dimensions and quantitative methods to evaluate which specific fabric benefit is desired more across these dimensions. The last phase consists of understanding how customers value Liebaert Textiles fabric technologies as such and how the benefits within those technologies are experienced across each dimension. The result of this research allows the author to use customer insights to provide Liebaert Textiles with opportunities for restructuring of the brand architecture, by focusing on the benefits of their main asset: the fabric technologies. |
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