This study aims to explore how brand purpose is articulated as a brand-level meaning claim through internal practices. While existing research has largely focused on the outcomes and strategic potential of brand purpose, this study shifts attention to the internal articulation work through which purpose becomes anchored in brand identity, offering, stakeholder relevance and everyday brand conduct, by asking: what practices shape and are shaped by the emergence of brand purpose?
A qualitative research design was adopted, drawing on social practice theory. Forty-one semi-structured interviews were conducted with brand managers, consultants, strategists and entrepreneurs across purpose-driven brands and agencies. Data were analysed through reflexive thematic analysis to identify how meanings, competences and material arrangements configure the articulation of brand purpose.
This study identifies two interconnected practice sets: discovering brand purpose through legacy interpretation, product impact reflection, cultural insight alignment and consumer insight integration; and structuring brand purpose through mission crafting, vision framing, value grounding and value enabling. The first anchors purpose in brand identity, positioning, category context and consumer relevance, strengthening authenticity and relevance; the second translates it into brand direction, generating integrity.
This study offers an empirically grounded, practice-based explanation of how brand purpose is formed through internal brand articulation practices. It shows how internal and external orientations are integrated around a brand-level purpose claim and explains how brand purpose, mission, vision and values co-develop as brand articulation devices. By clarifying how authenticity, relevance and integrity arise in practice, this study advances understanding of how brand purpose gains meaning, credibility and traction.
