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Brand Purpose
Whitler, Kimberly A.; Pohl, Mark Technical Note M-1016 / Published August 20, 2021 / 14 pages.
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Product Overview

This technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpose is an emerging idea, growing in importance within the academic and practicing communities, we hope this technical note will inspire a deeper reflection and discussion that will lead to greater understanding of brand purpose best practices.


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  • Overview

    This technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpose is an emerging idea, growing in importance within the academic and practicing communities, we hope this technical note will inspire a deeper reflection and discussion that will lead to greater understanding of brand purpose best practices.

  • Learning Objectives