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Will brands without a purpose cease to exist?

Modée Arnesson, Wilma LU ; Hedlund, Clara LU and Bengtsson Vikentorp, Julia LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: This paper aims to explore the concept of brand purpose and examine how corporate brands across different industries (B2C versus B2B) communicate and integrate it into their marketing and operational strategies.
Design/Methodology: The research was conducted using a qualitative approach through three semi-structured interviews with marketing professionals with experience from four companies representing diverse industries.
Findings: Brand purpose is more prominently integrated into product development and marketing strategies in B2C sectors, as it is essential in order to gain a competitive advantage and shape consumer perception and loyalty. In B2B sectors, the emphasis on brand purpose varies, often depending on market... (More)
Purpose: This paper aims to explore the concept of brand purpose and examine how corporate brands across different industries (B2C versus B2B) communicate and integrate it into their marketing and operational strategies.
Design/Methodology: The research was conducted using a qualitative approach through three semi-structured interviews with marketing professionals with experience from four companies representing diverse industries.
Findings: Brand purpose is more prominently integrated into product development and marketing strategies in B2C sectors, as it is essential in order to gain a competitive advantage and shape consumer perception and loyalty. In B2B sectors, the emphasis on brand purpose varies, often depending on market dynamics and consumer engagement levels. Across both sectors, authenticity is crucial for successful brand purpose strategies. Furthermore, alignment between internal culture and external communications is essential for embedding brand purpose effectively.
Originality/Value: The paper enhances understanding of brand purpose across sectors, offering insights from marketing professionals to guide brand managers in communicating and integrating it effectively. It also highlights the risks and challenges managers face in communicating brand purpose, as well as emphasizing that alignment is crucial for integrating brand purpose into company strategy. Lastly, authenticity is identified as a crucial aspect for successful brand purpose strategies. (Less)
Please use this url to cite or link to this publication:
author
Modée Arnesson, Wilma LU ; Hedlund, Clara LU and Bengtsson Vikentorp, Julia LU
supervisor
organization
course
BUSN21 20242
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Purpose, B2B & B2C, Authenticity, Marketing Strategy, Communication, Culture, Consumer Perception
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9177837
date added to LUP
2024-11-14 13:33:42
date last changed
2024-11-14 13:33:42
@misc{9177837,
  abstract     = {{Purpose: This paper aims to explore the concept of brand purpose and examine how corporate brands across different industries (B2C versus B2B) communicate and integrate it into their marketing and operational strategies.
Design/Methodology: The research was conducted using a qualitative approach through three semi-structured interviews with marketing professionals with experience from four companies representing diverse industries.
Findings: Brand purpose is more prominently integrated into product development and marketing strategies in B2C sectors, as it is essential in order to gain a competitive advantage and shape consumer perception and loyalty. In B2B sectors, the emphasis on brand purpose varies, often depending on market dynamics and consumer engagement levels. Across both sectors, authenticity is crucial for successful brand purpose strategies. Furthermore, alignment between internal culture and external communications is essential for embedding brand purpose effectively.
Originality/Value: The paper enhances understanding of brand purpose across sectors, offering insights from marketing professionals to guide brand managers in communicating and integrating it effectively. It also highlights the risks and challenges managers face in communicating brand purpose, as well as emphasizing that alignment is crucial for integrating brand purpose into company strategy. Lastly, authenticity is identified as a crucial aspect for successful brand purpose strategies.}},
  author       = {{Modée Arnesson, Wilma and Hedlund, Clara and Bengtsson Vikentorp, Julia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Will brands without a purpose cease to exist?}},
  year         = {{2024}},
}