Branding: too often overlooked in disruptive innovation and social purpose arenas

David Aaker ()
Additional contact information
David Aaker: Prophet

Journal of Brand Management, 2023, vol. 30, issue 3, No 1, 185-189

Abstract: Abstract Branding is critical to disruptive innovation and social purpose programs, both strategic arenas of contemporary and future concern. Despite the progress that has been made in the last three decades, establishing branding as an imperative for business strategy, the strategic relevance and practical impact of branding for these strategic arenas is often still underappreciated, underevaluated and underused in practice. In this commentary, I explain why branding is critical for the success of disruptive innovations and societal programs while arguing that branding academics and practitioners must remain or again become more outspoken advocates of branding. We need to communicate the conceptual and practical power of branding to the thought leaders outside of marketing, many of whom are academics in other fields, and we ought to do more to convince executives and practitioners of the mission-critical role of branding beyond marketing.

Keywords: Branding; Innovation; Purpose; Strategy; Brand management; Disruptive (search for similar items in EconPapers)
Date: 2023
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41262-023-00328-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:30:y:2023:i:3:d:10.1057_s41262-023-00328-7

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-023-00328-7

Access Statistics for this article

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

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().