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The Brand Goodness Quadrant: Positioning the Brand and their BLM Statements

The Brand Goodness Quadrant: Positioning the Brand and their BLM Statements

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2020) The Brand Goodness Quadrant: Positioning the Brand and their BLM Statements. [Working Paper]

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Abstract

While the donation and public solidarity are important as it builds and enhances the brand reputation and importantly many black-led institutions and charity organisations are benefiting from these donations, it is essential not to neglect the internal branding of these organisation. The internal branding here means what these organisations are doing behind the closed door. How many opportunities are being provided to black people; how are their black staff being treated? How many black people are in leadership positions in these companies? It is not just about making a statement and making a donation but to ensure that the public announcement is in congruency with the private action.

Item Type: Working Paper
Uncontrolled Keywords: brands, BLM, Black Life Matters
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 27 Nov 2020 14:11
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/30011

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