How should companies communicate their brand purpose? Investigating the articulation between `brand do and `brand say: the case of Tvh

Abstract

Defining and communicating the corporate brand purpose can offer a myriad of benefits for companies. However, companies lack awareness of the topic, and research on the subject is still burgeoning. This paper aims to contribute to the research field of brand management through the case study of TVH. In particular, it examines the articulation between their purpose-related actions, or Brand Do, and their purpose-related communications, or Brand Say, to understand how companies should communicate their corporate brand purpose.