Cassandra France, Claudia Fernanda Gonzalez-Arcos, Anne-Maree O’Rourke, Amanda Spry, Bronwyn Bruce
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引用次数: 0
Abstract
Purpose
While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.
Design/methodology/approach
The paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework.
Findings
Beyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action.
Practical implications
The BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations.
Social implications
As more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world.
Originality/value
This work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.
期刊介绍：
Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.
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