Implementing brand purpose as intrinsic to the brand

Bobby J. Calder, Mark L. Frigo and Peter C. Yesawich
Additional contact information
Bobby J. Calder: Kellogg School of Management, USA
Mark L. Frigo: DePaul University, USA
Peter C. Yesawich: MMGY Global, USA

Journal of Brand Strategy, 2023, vol. 11, issue 4, 306-319

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.

Keywords: branding; purpose; brand positioning; stakeholder value; shareholder value (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2023:v:11:i:4:p:306-319

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