Capitalising on brand purpose: Creating brand equity and business value from the ground up

Seraj Bharwani and Ariela Nerubay
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Seraj Bharwani: Chief Strategy Officer, AcuityAds, USA
Ariela Nerubay: EVP & CMO, Curacao, USA

Journal of Brand Strategy, 2022, vol. 11, issue 1, 6-14

Abstract: Curacao is one of the most trusted brands in the US Hispanic community. It has earned the trust of its customers and the broader, multigenerational, US Hispanic community with a clear purpose of helping to improve the standard of living of its core community. The brand consistently delivers on this purpose with a 360-degree proposition that provides access to credit, financial education and household products and services, as well as through social connections and culturally relevant programming at its network of physical stores, employment and charitable contributions via the Curacao Foundation. With over four decades of commitment to its community, the brand has gained sufficient credibility and is now able to leverage its customer relationships and data to increase its business value. It is now bolstering its portfolio of products and services through strategic partnerships and expanding its offering nationally through e-commerce and retail media to ensure steady growth and profitability in the years to come.

Keywords: brand purpose; US Hispanic audience; Hispanic media; brand trust; multicultural marketing; LatinX (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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