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Social Sustainability : Brand Management and SDG 5

  • 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.

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Author:Nicole BöhmerORCiD, Kai Michael Griese, Lavinia Celina Rahmawati
Title (English):Social Sustainability : Brand Management and SDG 5
Parent Title (German):Nachhaltiges Markenmanagement : Innovative Unternehmenspraxis : Insights, Strategien und Impulse
Publisher:Springer Gabler
Place of publication:Wiesbaden
Document Type:Part of a Book
Year of Completion:2023
electronic ID:Zur Anzeige in scinos
Release Date:2024/02/02
Tag:Brand activism; Empowerment; Equality; Gender; Identity-based brand management
First Page:71
Last Page:83
Zugriff im Hochschulnetz
Faculties:Fakultät WiSo
DDC classes:600 Technik, Medizin, angewandte Wissenschaften / 650 Management
Review Status:Veröffentlichte Fassung/Verlagsversion