Brand Activism: Gen Z and Socio-Political Branding

Abstract

Branding refers to the distinctiveness of an organization that differentiates it from its competitors and builds loyalty with customers. Brand trust is the confidence consumers have in a company to deliver consistently against their expectations of the brand. Brand equity is the commercial value that a brand has and is linked to consumer perception and loyalty. Culture refers to the expected behaviors of a defined group of people, e.g., customers. Brand activism is when an organization takes a visible ideological stance associated with a specific issue or social concern. Socio-political branding refers to the practice of using brand activism specifically to connect with certain key stakeholder groups.

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