Year: 2026
Type: reference-entry
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.
Source: Encyclopedia
Institution: Bournemouth University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,207
Funder: Bournemouth University
OpenAlex ID: W7124987367