Journal of Brand Management

, Volume 26, Issue 5, pp 497–504 | Cite as

Branding an industry?

  • Domen BajdeEmail author
Original Article


The paper conceptualizes and discusses the concept of industry branding, and argues for its growing relevance to branding scholarship and practice. We map out a set of increasingly pertinent branding challenges and processes that have so far not received sufficient scholarly attention. After appraising several definitional considerations, the paper provides a clear definition of industry branding and points to specific socio-economic developments that have further increased its relevance. The paper outlines the multiple constituents, audiences, and dimensions of industry branding, that make it unique compared to other forms of branding. To address this uniqueness, we draw upon theories of cultural branding and industry legitimacy to develop a broader framework of industry branding. We conclude the paper by outlining several opportunities for future research.


Industry image Imagineering Consumer culture theory Legitimacy 


Compliance with ethical standards

Conflict of interest

On behalf of all authors, the corresponding author states that there is no conflict of interest.


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Copyright information

© Springer Nature Limited 2019

Authors and Affiliations

  1. 1.University of Southern DenmarkOdenseDenmark

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