Abstract
This chapter explores the strategic importance of establishing a brand purpose in the luxury sector and distinguishes it from traditional concepts such as brand mission and vision. Drawing on case studies and industry insights, it outlines how luxury brands can differentiate themselves by aligning with societal or environmental causes – without compromising their exclusive image. Readers will discover the key benefits of defining a brand purpose, understand how it complements brand mission and vision, and gain insights into the criteria that constitute an authentic purpose. Additionally, the chapter delves into the main strategies luxury brands use to implement purpose-driven branding, positioning brand purpose as a core element for reinforcing heritage, attracting new consumer segments, and enhancing brand prestige