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 purpose—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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