Evaluation of Strategic Brand Management in Ensuring Corporate Sustainability

Abstract

Sustainability is presently seen as a delicate balance between the economic, environmental and social health of a community, nation and the world as a whole. This has made it prudent for organizations to ensure that strategic brand management is used as a tool to augment corporate sustainability efforts. The study set out to evaluate the role of strategic brand management in attaining corporate sustainability amongst Ghanaian businesses. To realize this, data was collected from business executives of some selected Small and Medium-sized Enterprises (SMEs). Through a mixed method approach, the study adopted questionnaire as a data collection tool. This was used to poll seventy (70) business executives who were required to answer questionnaires administered to them. The findings showed that the respondents had vast understanding of strategic brand management and corporate sustainability. Further, it was realized that lack of management buy-in and organizational culture were seen to be impediments which hampered synergizing strategic brand management with corporate sustainability amongst Ghanaian businesses. It was again found that strategic brand management aids in shifting the perception of an organization because it can be calibrated to position the organization or brand in the minds of the customers. The study recommends that SMEs as well as other organizations, invest in strategic brand management, particularly if corporate sustainability is a top focus. Also, policymakers, civil society organizations, and non-governmental organizations should work together to design policies that encourage SMEs to adopt corporate sustainability as a whole or specific components of it that can complement and enhance their chances.