A review of sustainable development in brand value assessmentsPakseresht, Ashkan; Mark-Herbert, Cecilia
The objective of this article is to explain how brand value and sustainable development are integrated in brand assessment methods. The study focuses on explaining how methods for estimating one of the well-established corporate performance indicators, brand equity, embrace sustainable development objectives in light of epistemological development.
Design/ methodology/ approach
A thorough review of academic literature in marketing focused approaches to corporate performance assessment methods serves as a base for the analysis. An analysis of brand value in light of indicators of sustainable development was made as a comparative analysis. Methodological transparency was also given importance in the review.
Sustainability issues influence business conduct in all industrial sectors and parts of the world, especially marketing management. However, classical marketing philosophy, firmly rooted in management and economical systems, focuses on production, exchange and profit, which may not sufficiently encompass a multitude of values and stakeholder perspectives associated with sustainable development. Over time, especially from the mid-1970s, assessment methods with ‘soft value systems’ have emerged in sub-disciplines like customer behavior, business ethics, societal and ecological marketing.
This literature review focuses on our current interpretations of what sustainable development may imply. Financial values are given priority, in part because brand value assessment methods have been developed as strategic economic measures. Social and environmental dimensions are gradually being included even if their weight in the compilation of values remain unclear.
Starting with an understanding of epistemological development in marketing shows that the field is still developing. The brand value assessment literature is filled with methods that are not entirely presented in a transparent way, which makes it hard to evaluate trustworthiness.
This review points to a major challenge; the importance of how sustainability objectives may find grounds in a value systems, and to what degree they influence corporate performance assessments. As key strategic value dimensions for many corporation it is important that the indicators in an assessment system reflects future values for a wide set of stakeholders.
KeywordsBrand assessment method, brand value, sustainable development
Published inSocial Business
2016, volume: 6, number: 3, pages: 219-248
Sustainable Development Goals
SDG9 Industry, innovation and infrastructure
SDG12 Responsible consumption and production
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