Ambitious

: the challenge of developing an international footwear brand

Abstract

The Portuguese footwear industry has witnessed a rise in the development of brands, reshaping the sector’s traditional perception as an offshore producer for international companies. This has prompted managers to sustain their own brands whilst supplying others, sparking struggles in allocating resources between both production models. Although extensively exploring the synergies between both, literature has yet to fully grasp the advantages private label brings to a manufacturer’s brand equity. The objective of this study is to explore how private label production impacts the development of a manufacturer’s brand in the Portuguese footwear industry by exploring the effect of the main benefits from the trade-offs between both business models on some aspects regarding activities characterized as brand equity antecedents. To accomplish this goal, we employed a single case study approach built on interviews of a Portuguese footwear brand’s CEO, brand manager and marketing director as well as the communication director of APICCAPS. We found that the improved relationships with retailers, the eased market access, the credibility and references acquired and the improved overall corporate margins stemming from private label impact the price, the store image, the distribution intensity, the advertising expenditures and the effects of the country-of-origin of the brand’s products, thus driving brand equity when management perceives the brand as a priority. This study culminates in a framework that compiles the main advantages of private label on a manufacturer’s brand equity.

Date of Award	21 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)