Brand purpose: l'esperienza di Sunlight in Indonesia

Marketing strategie are increasingly challenged in addressing, at the same time, three types of goals: company profitability, consumer satisfaction and positive social impact. In this perspective it is important to enrich the value proposition and to communicate the ethical and responsible orientation of the brand and its products. This considerations now find their expression in the concept of brand purpose, intendended as the impact that brand wants to have on the society beyond the functional and symbolic benefits. After having clarified the link between brand purpose and brand equity, the paper presents che case study regarding the strategy adopted by Unilever to reengineer the brand Sunlight in Indonesia, one of the biggest and most important markets form the company.