Brand management from the perspective of sustainable development: Responsibility marketing and social value creation

Abstract

This study explores the evolution of brand management from a traditional profit-centric approach to one that integrates principles of sustainable development. Specifically, it examines the emergence of responsibility marketing as a key strategy for brands to create social value while maintaining competitiveness in the marketplace. This work begins by outlining traditional brand management practices and the subsequent shift towards sustainable development and responsible marketing. It then delves into the principles and practices of responsibility marketing, including definitions, core principles, strategies for implementation, and examples of successful campaigns. Subsequently, the paper discusses the importance of social value creation in brand management and explores various ways in which brands can contribute to social value, accompanied by case studies of brands that have successfully created social value. Finally, the paper addresses the challenges and opportunities associated with implementing responsibility marketing, including consumer skepticism, cost implications, and the role of innovation in overcoming challenges and seizing opportunities.