.... Design/methodology/approach This study uses a grounded theory-informed comparative qualitative document analysis of 57 purpose-driven brands, drawing on company websites and supplementary company materials. The analysis is complemented by workshops with senior managers from three high-end lifestyle...

... identity and propose a definition of purpose-driven brand identity. Clarifying this relationship is essential for strategic brand management, as brand identity forms a strategic cornerstone of brand purpose and guides authentic, purpose-driven strategies. Design/methodology/approach A systematic...