Purpose-Driven Brand Management

Introduction

"Purpose-driven Brand Management" is an introductory course to brand management, focusing on the pursuit of a meaningful brand purpose beyond profit-making. This course is centered on the idea that brands can act as catalysts for positive change by actively pursuing a greater purpose, thereby making a constructive contribution to society and the world.

Throughout the course, students will explore brand management strategies, techniques, and practices that align with the goal of creating a better world. The course will equip students with the knowledge and tools to critically assess both the positive and negative effects of branding on individuals, society, and the planet.

Grounded in consumer psychology, students will develop an understanding of the mechanisms that shape consumers' perceptions, judgments, and behaviors related to brands. They will also be provided with a toolkit of brand management strategies and techniques rooted in scientific insights, empowering them to design purpose-driven brand management programs. This knowledge will enable students to create brands that drive positive societal impact without compromising business objectives.

Additionally, students will delve into brand strategy, mindful marketing, and ethical customer experience management. They will acquire skills for measuring and enhancing purpose-driven brand performance while addressing challenges and opportunities in ethical brand management. The course aims to develop students' expertise in brand management, balancing brand growth with sustainable, socially conscious values.

Course content

• Marketing and branding philosophy.  
• Self-examination and purpose of the brand manager (and other stakeholders).  
• The role of brands in addressing global challenges.  
• The power of purpose-driven brands.  
• Identifying and defining specific social and environmental goals.  
• Brand strategy for a better world.  
• Mindful marketing programs.  
• Ethical customer experience management.  
• Measuring the performance in the context of purpose-driven brands.  
• Socially-mindful growth and sustainability of brand value.  
• Ethics and sustainability in brand management.  
• Potential negative consequences of brands (e.g., Overconsumption, materialism, stereotyping and prejudice, unrealistic standards).  
• Paradoxes and dilemmas in the context of brand management (e.g., persuasion vs. manipulation, customization vs. privacy).  
• Challenges and opportunities in brand management for a better world.