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Implementing brand purpose as intrinsic to the brand

Author

Listed:
  • Calder, Bobby J.

    (Kellogg School of Management, USA)

  • Frigo, Mark L.

    (DePaul University, USA)

  • Yesawich, Peter C.

    (MMGY Global, USA)

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.

Suggested Citation

  • Calder, Bobby J. & Frigo, Mark L. & Yesawich, Peter C., 2023. "Implementing brand purpose as intrinsic to the brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(4), pages 306-319, March.
    • Handle: RePEc:aza:jbs000:y:2023:v:11:i:4:p:306-319
    as

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    More about this item

    Keywords

    branding; purpose; brand positioning; stakeholder value; shareholder value;
    All these keywords.

    JEL classification:

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

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