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Dr hab. Robert Kozielski
ORCID: 0000-0002-0200-1504

Professor at the University of Lodz, employee of the Department of Strategy and Enterprise Value Management at the Faculty of Management at the University of Lodz. Fulbright Scholar, Chartered Marketer, Member of the Committee of Organization and Management Sciences of the Polish Academy of Sciences (2012–2016). Director of the Polish-American Management Centre (Faculty Management, University of Lodz – 2016–2021). Leading authority on market strategies of enterprises, strategic analyses, and the evaluation of marketing actions' effectiveness in organizations. He is also the author of over 200 publications (books and articles) on market activities that have been published in both Poland and abroad.

DOI: 10.33226/1231-7853.2023.6.1
JEL: M31

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.

Keywords: branding; marketing strategy; competitive advantage; purpose brand