Brand Management, Marketing Communication, and Promotion Management for People, Planet, and Profit

In this chapter, we have introduced and defined the concept of a (sustainable) brand. Many organizations struggle with the branding process, particularly building a long-lasting, easily recognizable brand that stays true to its values. Traditionally, we know that marketing scholars encouraged brands to craft unique products and services in order to differentiate their offerings from competitors to attract and retain consumers. However, in recent years, research has demonstrated that consumers rarely perceive brands as being meaningfully different, and therefore, the ultimate aim for a brand is to own some distinctive elements such as a logo, tagline, or colors that help the consumer to notice and recognize the brand in a buying situation. We have considered some key theoretical influences on branding, notably the impact of consumer psychology and behavior science stimuli on brand decision-making. From a sociological perspective, we know that consumers use brands as props to project a desired identity. The conscious consumer identity has evolved, and consumers are very aware of brands they can purchase from to enhance this identity. Creating a strong brand is important, but managing a brand in the short and long term is vital for brand growth. This chapter has discussed some of the ethical challenges brands need to manage in the contemporary environment. The triple bottom line (people, planet, and profit) and the sustainable development goals are important for brand management in the current environment; there is now an expectation that brands will move forward and focus on de-prioritizing purely making decisions on what will maximize profit and instead also consider reporting societal and environmental metrics for growth.

Toward the end of the chapter, we focused on what some have claimed is the biggest threat to our society: the big tech brands and evolving AI technologies. Plagued with accusations relating to monopolistic behavior, stifling innovation and competition, exploitative practices, free speech, and transparency issues, the big tech brands’ business models are not fit for purpose.

In moving forward, businesses must evolve their foundation revenue models to align with the changing incentives of our times. This involves a departure from viewing sustainability merely as a public relations tactic aimed at enhancing brand image. Instead, brands must champion a paradigm shift toward fostering better consumption habits rather than promoting endless consumption. By embracing this ethos, brands can carve out a meaningful role in shaping a sustainable future for both our planet and society. This requires a commitment to innovation, transparency, and genuine dedication to the principles of sustainability. Only through such concerted efforts can brands truly contribute to a future that prioritizes the well-being of people, planet, and profit alike.