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Selling products by selling brand purpose

Author

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  • Hsu, Chung-Kue (Jennifer)

Abstract

This paper reviews the concept and the practice of brand purpose and aims to enhance the understanding of its benefits, and cautions in implementing purpose-driven marketing. It describes what brand purpose is about, why it is important and valuable, how consumer brands are doing it and how it can be done effectively. In practising purpose-driven marketing, brands need to connect their purpose to consumer values and human needs, and pay attention to the ’say’, ’do’ and ’confirm’ messages based on Duncan and Moriarty’s Strategic Consistency Triangle.

Suggested Citation

  • Hsu, Chung-Kue (Jennifer), 2017. "Selling products by selling brand purpose," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(4), pages 373-394, March.
    • Handle: RePEc:aza:jbs000:y:2017:v:5:i:4:p:373-394
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    Citations

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    Cited by:

    1. Celik, Aylin & Kalka, Regine, "undated". "Die Abgrenzung, Eingliederung und Umsetzung des Corporate Purpose im Marketing [The Delimitation, Integration and Implementation of the Corporate Purpose in Marketing]," Duesseldorf Working Papers in Applied Management and Economics 58, Duesseldorf University of Applied Sciences.

    More about this item

    Keywords

    brand purpose; purpose-driven marketing; marketing 3.0; consumer brands; Strategic Consistency Triangle;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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