This research article is entitled “Social marketing as a link between brands and society”. It is part of the VII International Symposium on Sustainable Design held at Institución Universitaria Pascual Bravo in Medellin (Colombia).
The International Symposium on Sustainable Design is a scientific event, focused on consolidating and strengthening the processes of Research and Research + Creation. The event seeks to “generate critical and proactive spaces for the participation of representative instances of the academic, artistic, research, educational and cultural spheres. It motivates dialogue and the dissemination of new knowledge products and technological development and innovation framed in the context of sustainable design.
The event has been held since 2011 and is considered a meeting point between experience and knowledge. It strengthens the relationship between University, Business, State – Society in order to contribute to Sustainable Development and the achievement of its 17 goals (SDGs).
VII International Symposium on Sustainable Design – Institución Universitaria Pascual Bravo, Medellin (Colombia)
Nowadays Brands have the chance to conquer the heart of consumers providing value, taking advantage from the opportunities of helping to resolve their problems. Is a great challenge for the Brands to impact positively in society, getting a better perception of its image, thanks to the generation of emotions that cause memories that remain in time.
The following work is based on a model of analysis that raises the detection of an insight, the definition of a value proposition and obtaining a tangible result in 10 brands that mark socially in different countries of the world.
Social marketing as nexus between brands and society
Marketing, in its most traditional aspect, has tried to generate commercial relationships between brands and consumers. But, over time, the evolution of the competitive environment has led brands to seek new ways to impact and influence consumer behavior when choosing a product or service among the available offerings.
Photo credit: IUPB
