Selling Products by Selling Brand Purpose

This article was first published in Journal of Brand Strategy Spring 2017, Vol. 5 No. 4 and is reproduced with the permission of the publishers, Henry Stewart Publications.


Chung-Kue (Jennifer) Hsu, instructor of Marketing at the Pamplin College of Business at Virginia Tech, reviews the concept and practice of brand purposeā€”an ideal that drives everything a brand does. Key findings include:

  • Impact of purpose-driven marketing
  • Examples of purposeful consumer brands and effective campaigns
  • Cautions of purpose-driven marketing.

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