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Brand management and sustainability: exploring potential for the transformative power of brands

Author

Listed:
  • Urša Golob

    (University of Ljubljana)

  • Mario Burghausen

    (Essex Business School, University of Essex)

  • Joachim Kernstock

    (Competence Centre for Brand Management)

  • Mark A. P. Davies

    (Teesside University Business School)

Abstract

The aim of this Special Edition of six papers is to advance our knowledge of the role that brands can adopt in meeting various objectives of sustainability. Each article advances important insights on complementary aspects of sustainability and branding which we frame around a capabilities framework that reflects the dynamic need to meet shifting societal expectations. Specifically, the papers highlight the need to critically research, understand and communicate effectively to key audiences before investing in sustainability or corporate social responsibility (CSR). Each of the papers represents one or more capabilities. The first capability represents achieving a relevant brand fit of values—whether via green environmentalism, via establishing corporate brand impressions, or through adopting types of CSR whose effectiveness might vary between luxury and mass-market brands. The second capability represents acquiring sensitivity to worldview beliefs or through careful framing of CSR that can impact differentially on commitment and brand attitudes. The third capability represents alignment of stakeholder values through collaboration. Finally, we suggest future research directions of sustainable brand practices, including studies into the internal capabilities of brands and how different groups of stakeholders might interact with brands.

Suggested Citation

  • Urša Golob & Mario Burghausen & Joachim Kernstock & Mark A. P. Davies, 2022. "Brand management and sustainability: exploring potential for the transformative power of brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 513-519, November.
    • Handle: RePEc:pal:jobman:v:29:y:2022:i:6:d:10.1057_s41262-022-00293-7
    DOI: 10.1057/s41262-022-00293-7
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    References listed on IDEAS

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    1. Urša Golob & Klement Podnar, 2019. "Researching CSR and brands in the here and now: an integrative perspective," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 1-8, January.
    2. François Maon & Valérie Swaen & Kenneth de Roeck, 2021. "Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective," Post-Print hal-03275858, HAL.
    3. Maon, Francois & Swaen, Valérie & De Roeck, Kenneth, 2021. "Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective," Journal of Business Research, Elsevier, vol. 126(C), pages 64-77.
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    Cited by:

    1. Monika Hajdas & Ryszard Kłeczek, 2024. "Victims: the missing piece in stakeholder-focused brand management puzzles," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 331-344, May.

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