Brand Fusion: Purpose-driven brand strategy

It offers a compelling case for why consumers, customers, employees, and wider society are demanding brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. The book fuses theory, practice, and application to develop a unique approach with comprehensive theoretical underpinning and practical lessons from industry. Data-driven case studies from a wide range of brands and contexts demonstrate the application of this learning, from micro-brands to corporates, charities to technology companies, and retirement villages to aspiring high-growth start-ups.

Format: Paperback / softback
Length: 620 pages
Publication date: 05 July 2022
Publisher: De Gruyter

It offers a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. The book fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning – from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups.
Brand Fusion: Purpose-driven brand strategy is a comprehensive exploration of the philosophy and practice of creating a purposeful brand. It presents a compelling argument for what consumers, customers, employees, and the broader society are now seeking from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. The book seamlessly integrates theory, practice, and application to purpose-driven brand strategies, resulting in a unique approach that is grounded in solid theoretical foundations and offers practical and thought-provoking insights from industry. Data-driven case studies from a diverse range of brands and contexts demonstrate the practical application of this learning, spanning micro-brands to corporates, charities to technology companies, and retirement villages to aspiring high-growth start-ups.

Weight: 1038g
Dimension: 240 x 170 (mm)
ISBN-13: 9783110718348