Business Case Studies & Business Publications

Brand Purpose

Whitler, Kimberly ...

Technical Note

Brand Purpose

Whitler, Kimberly A.; Pohl, Mark

M-1016 | Published August 20, 2021 | 14 pages Technical Note

Collection: Darden School of Business

Product Details

This technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpose is an emerging idea, growing in importance within the academic and practicing communities, we hope this technical note will inspire a deeper reflection and discussion that will lead to greater understanding of brand purpose best practices.