TY  - CHAP
U1  - Teil eines Buches
A1  - Böhmer, Nicole
A1  - Griese, Kai-Michael
A1  - Rahmawati, Lavinia Celina
T1  - Social Sustainability : Brand Management and SDG 5
T2  - Nachhaltiges Markenmanagement : Innovative Unternehmenspraxis : Insights, Strategien und Impulse
N2  - This chapter examines the integration of Sustainable Development Goal 5 (SDG 5) into identity-based brand management by focusing on Dove’s brand management as a case study. The Dove “Real Beauty” campaign highlights the potential for brands to address gender equality and female empowerment by aligning with pro-female and feminist principles. A narrative literature review shows how the components of identity-based brand management have been observed in scholarly discussions. Despite mixed responses and criticisms, Dove initiated important conversations around beauty standards and gender equality. The chapter emphasizes the need for authenticity, sensitivity, and continuous improvement in integrating SDG 5 into brand management while acknowledging the potential risks and limitations of consumerist therapy and false hopes. Future research could therefore explore diverse brands, industries, and cultural contexts, as well as the role of intersectionality in identity-based brand management.
KW  - Identity-based brand management
KW  - Brand activism
KW  - Empowerment
KW  - Equality
KW  - Gender
Y1  - 2023
N1  - Zugriff im Hochschulnetz
SP  - 71
EP  - 83
PB  - Springer Gabler
CY  - Wiesbaden
ER  -