American Research Journal of Business and Management

Organizations or brands across the world apply various marketing approaches and one of the increasingly adopted approaches is a purpose-driven marketing approach where organizations align their branding and communications to a purpose that their vision and mission stands for. Though this approach has been there for a long time, these approaches tend to take a ramp up whenever humanity faces a crisis to let people know that the brand stands with them. This paper studies various brands that have applied purpose-driven approaches and purpose-led marketing and how it has helped them retain, increase, or made customers stand behind the brand making them resilient towards a crisis. The paper also attempts to build a theoretical or a conceptual checklist model that brands can apply to build brand resilience through purpose-driven approaches and marketing. 

Citation

 Kshemaindra Acharya Phaniharam, “A Study on Purpose-Driven Strategies by Organizations to Build Resilient Brands”, American Research Journal of Business and Management, Vol 8, no. 1, 2022, pp. 4-8.