Task: In this report, you are to: – Review and critically analyze the main acade

Task:
In this report, you are to:
– Review and critically analyze the main academic and industry literature on brand purpose and discuss different factors that are recommended to be taken into account in choosing the right purpose, executing the brand purpose strategy, and communicating the brand purpose strategy.
– Discuss the potential impact of brand purpose strategies on consumer-brand relationships over time.
Structure:
– Introduction
– Body
– Conclusion
References:
A minimum of 8 scholarly journal papers and 8 industry sources must be included in the report. Please include the below + pdf attached to the order.
Academic journals to look at:
Greyser, S. and Urde, M. (2019). “What Does Your Corporate Brand Stand For?” Harvard Business Review: 97 (1): 80-88
Vilá, O. and Bharadwaj, S. (2017). “Competing on Social Purpose.” Harvard Business Review: 95 (5): 94-111.
Quinn, R.E and Thakor, A. V. (2018). “Creating a Purpose-Driven Organisation. Harvard Business Review: 96 (4): 78-85
Malnight, T.W., Buche, I. And Dhanaraj, C. (2019). “Put purpose at the core of your strategy: it’s how successful companies redefine their businesses.” Harvard Business Review 97 (5): 70-9
https://www.sciencedirect.com/science/article/abs/pii/S0148296321006962
https://journals-sagepub-com.simsrad.net.ocs.mq.edu.au/doi/pdf/10.1177/0743915620947359
Non-academic sources:
https://www.forbes.com/sites/jefffromm/2019/01/16/purpose-series-a-purpose-driven-brand-is-a-successful-brand/?sh=2b26ec1d437d
https://www.forbes.com/sites/danpontefract/2019/01/16/the-gillette-film-is-the-company-purpose-driven-or-purpose-washing/?sh=47f7786d27c0
https://www.forbes.com/sites/simonmainwaring/2018/08/27/how-chobani-builds-a-purposeful-culture-around-social-impact/?sh=58d7ed1d20f7
https://www.forbes.com/sites/simonmainwaring/2018/12/13/purpose-at-work-lessons-from-toms-on-how-to-lead-with-purpose/?sh=3188425b3e81
https://www.forbes.com/sites/simonmainwaring/2019/01/17/how-your-brand-can-better-the-best-from-gillette/?sh=16f8af9016dc

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