To Harness the Power of Purpose, Brands Must Have a Mission

Klaus Heine; Sabine Chrétien-Ichikawa

Back

Newspaper article

To Harness the Power of Purpose, Brands Must Have a Mission

Klaus Heine and Sabine Chrétien-Ichikawa

European Business Review, pp.76-82

01/05/2021

Abstract

luxury

high-end

brand building

brand mission

brand purpose

Especially in times of economic turbulence, companies need to be even more innovative. But competition has shifted from product innovations and functional benefits to cultural innovations and symbolic benefits.

Files and links (2)

pdf

20210608 TEBR_MayJune_To Harness the Power of Purpose_FINAL

Restricted Access

url

https://www.europeanbusinessreview.com/to-harness-the-power-of-purpose-brands-must-have-a-mission/View

Metrics

13 Record Views

Details

Title: To Harness the Power of Purpose, Brands Must Have a Mission
Creators: Klaus Heine (Author)
Sabine Chrétien-Ichikawa (Author)
Publication Details: European Business Review, pp.76-82
Format: 76-82 p.
Identifiers: 9917818009453
Academic Unit: Lifestyle; Department of Marketing
Language: English
Resource Type: Newspaper article
Local Fields: 558549