Purpose branding in times of change and uncertainty – utopia or strategic forethought?

The change is an immanent element of the modern business environment, however the change itself is not the reason of the companies' collapse. The reason for failure is strategic myopia as well as the organization's inability to address these alterations. Purpose branding is a response to the challenges of the modern business environment and an opportunity to make the organization resilient to current market shocks and turbulences. The aim of the article is to identify the extent to which organisations are ready to use purpose branding on the Polish market, especially in relation to the idea of sustainable development. The empirical basis are the results of the research conducted in Poland, in November 2022 on a group of 89 marketing managers with the use of the CAWI method. The research has shown that there is a strong relationship between purpose branding and the competitive advantage of an organization. Moreover, currently, the scope of building of brands based on values is quite limited. Currently, large organizations operating in traditional channel are recognized as those which the most widely used brands built on values. However, the biggest "turnaround" will be made in case of small organizations for which the digital channel is the dominant source of revenue. At the same time, the Polish marketers declare to intensify usage of purpose branding in the nearest future.

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