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- Title
Implementing brand purpose as intrinsic to the brand.
- Authors
Calder, Bobby J.; FRIGO, MARK L.; YESAWICH, PETER C.
- Abstract
Adding brand purpose to a brand offers the promise of creating real societal value and increasing the financial value of the brand at the same time. This paper discusses how, in order to fully realise this promise, brand purpose should be implemented in a way that is intrinsic to the brand. Intrinsic implementation requires aligning the brand purpose with the core positioning concept of the brand. Essential elements of the purpose must fit with the three critical components of any brand positioning. With an intrinsic implementation, consumers will perceive how the brand positioning extends to supporting what the brand does for others.
- Subjects
BRANDING (Marketing); PRODUCT positioning; STOCKHOLDER wealth
- Publication
Journal of Brand Strategy, 2023, Vol 11, Issue 4, p306
- ISSN
2045-855X
- Publication type
Article
- DOI
10.69554/wsqi4926