Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
A Study on Purpose-Driven Strategies by Organizations to Build Resilient Brands
Abstract
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.
