MARKETING

Brands becoming activists

With respect to the current economic world, business sustainability continues to be affected by environmental, social, political, and economic factors. Because of these factors, companies will be forced to put more efforts in these issues so that they can boom with their corporate values. This then means that business organizations will be more effective as much as the brand activism will be focusing on issues in which they have extensive legitimate role to play in their industry (Holt, 2004).

Conversely, in case brand ends up taking up a target of change in the business world i.e. in all subject regarding society, nature or people, in the process of developing marketing strategy, this can be perceived as being a mission brand which supports social-environmental activism (Holt, 2004). For years that have passed, there are various factors which have affected industries or companies. For instance, brand activism used to be engendered by notions of its impact it enhancing business performance. This is because, this used to be a significant paradigm which now offers an analysis of the reflections corporate mission marketing just in line with the mission brand concept

Nonetheless, there are various approaches which can be used to address this trend. Since business organizations are extensively becoming environmental activists, making the brand to become one of its activists continues to make good business sense. Regardless of that, it should be noted that there is the need of scrutinizing everything whether which corporate brand activists promises to be having the capacity of making it enjoys the economies of scale (Mukherjee & Banet, 2012). This is to say that in the process of integrating brand activists in the company, all stakeholders will be in the position of functioning as the litmus paper of the corporate brand activism. 

To sum up, technological development, industrialization or globalization extensively impacts the performance of a business either positively or negatively. In this context, brand activists are of utmost significance. Therefore, transforming the brand to become its activists implies that it boost the image of the business to the general public. 

 

Bibliography

Holt, D. B. (2004). How brands become icons: The principles of cultural branding.

Mukherjee, R., & Banet-Weiser, S. (2012). Commodity activism: Cultural resistance in neoliberal times. New York: New York University Press.