Navigating Brand Activism

1. Auflage 2025
ISBN: 978-1-032-97440-8
Verlag: Taylor & Francis Ltd

Buch, Englisch, 322 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 453 g

In a world where brands are no longer just selling but also taking a stand, Navigating Brand Activism, written by leading thinkers of the marketing world, is your guide to the fascinating, messy, and at times, head-shaking world of brand activism.

This groundbreaking book delves into the motivations behind this movement, dissects the potential pitfalls, and celebrates the triumphs. Discover how some brands sing the song of brand affinity and social good, while others create a cacophony of confusion and lost profits. Learn how to differentiate between authentic activism and mere marketing ploys, and understand the impact of brand activism on consumers, businesses, and society as a whole. This book is for anyone who wants to understand:

- Why some purpose-driven brands are winning hearts, minds, and market share

- How to differentiate your brand in a crowded marketplace through activism

- How to spot authentic activism from mere marketing ploys

- The future of brand activism and its potential to create a better world

- The potential downsides of brand activism, including political backlash, consumer boycotts, and brand dilution

- Most importantly, when and when not to engage in brand activism.

Whether you’re a business leader, a conscious consumer, or simply curious about this evolving landscape, this book will challenge, inspire, and empower you to navigate the world of woke washing and genuine advocacy.

Zielgruppe

Postgraduate and Professional Practice & Development

Autoren/Hrsg.

Uslay, Can

Sheth, Jag

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Entwicklungsökonomie & Emerging Markets
• Geowissenschaften Umweltwissenschaften Nachhaltigkeit
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter 1: Introduction: A Brand Activist’s Tale of Shoes vs. Beverages, Chapter 2: Five Rings of Brand Activism, Chapter 3: AI-Powered Analysis: Pepsi and the States of America, Chapter 4: To Activate or Not to Activate, That is the Question, Chapter 5: A Brief History of Brand Activism, Chapter 6: Mis(c)Activism!, Chapter 7: Pull, Push, Doctrine, Manifesto, Chapter 8: Sheth-Uslay Brand Activism Alignment Matrix, Chapter 9: The Hierarchy of Needs and the S-Curve of Activism, Chapter 10: Lessons for Mainstream Brands, Chapter 11: Lessons for Niche Brands, Chapter 12: Lessons for Person(al) Brands, Chapter 13: The Augmented Activism Alignment Matrix, Chapter 14: Around the World in Eighty Cases, Chapter 15: Conclusion: A Doctrine for Brand Activism, Appendix: Cases of Brand Activism Scored

Über Autor(innen)

Jag Sheth, Charles H. Kellstadt Professor of Marketing at Goizueta Business School at Emory University, is a globally recognized marketing luminary. With over 350 publications, he is the recipient of all four top awards from the American Marketing Association (AMA), and the Padma Bhushan (2020), the highest civilian honor bestowed by the Government of India. He has also served as an advisor to numerous corporations and governments worldwide.

Can Uslay is Professor of Marketing and Director of the Center for Marketing Advantage, Advancement, and Action at Rutgers Business School. He is a recipient of the Chancellor's Award, WDI Global Case Writing Competition Award, Scudder Award, MAACBA Teaching Innovation Award, AMA EMSIG Hills Best Paper and Abdul Ali Promising Research Awards, and several Dean's awards for outstanding scholarship, teaching, and service.