Brand management and sustainability: exploring potential for the transformative power of brands

Urša Golob (), Mario Burghausen, Joachim Kernstock and Mark A. P. Davies
Additional contact information
Urša Golob: University of Ljubljana
Mario Burghausen: Essex Business School, University of Essex
Joachim Kernstock: Competence Centre for Brand Management
Mark A. P. Davies: Teesside University Business School

Journal of Brand Management, 2022, vol. 29, issue 6, No 1, 513-519

Abstract: Abstract The aim of this Special Edition of six papers is to advance our knowledge of the role that brands can adopt in meeting various objectives of sustainability. Each article advances important insights on complementary aspects of sustainability and branding which we frame around a capabilities framework that reflects the dynamic need to meet shifting societal expectations. Specifically, the papers highlight the need to critically research, understand and communicate effectively to key audiences before investing in sustainability or corporate social responsibility (CSR). Each of the papers represents one or more capabilities. The first capability represents achieving a relevant brand fit of values—whether via green environmentalism, via establishing corporate brand impressions, or through adopting types of CSR whose effectiveness might vary between luxury and mass-market brands. The second capability represents acquiring sensitivity to worldview beliefs or through careful framing of CSR that can impact differentially on commitment and brand attitudes. The third capability represents alignment of stakeholder values through collaboration. Finally, we suggest future research directions of sustainable brand practices, including studies into the internal capabilities of brands and how different groups of stakeholders might interact with brands.

Keywords: Sustainable brand practices; CSR; Sensitivity; Brand relevance; Value fit; Stakeholder collaboration (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41262-022-00293-7

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Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

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