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The Albert Luthuli Centre for Responsible Leadership

Brand Citizenship

The Demands of Brand Citizenship

Prof Derick de Jongh writes on the important shifts in the way companies should think about their brands. Consumers are increasingly aware of the moral and ethical values brands communicate and demand that the brands they associate themselves with communicate values that they hold dear. He notes that brand citizenship requires companies to rethink the ways they engage with increasingly savvy consumers and that companies are expected to clearly communicate their position on issues related to social, environmental and economic justice. Prof. de Jongh offers the Brand Citizenship Framework as a Brand Management Model that allows the company to rethink how they engage with and communicate the values that consumers hold dear.