Deepening Inclusive Branding: A Managerial Perspective

This chapter explores the concept of inclusive branding within the broader domain of prosocial branding perspectives, with particular reference to the transformative branding paradigm. In a market context increasingly shaped by social awareness and demands for equity, brands are called upon to integrate Diversity, Equity, and Inclusion (DEI) principles into their identity and strategic decisions. Inclusive branding is defined as a strategy aimed at representing, including, and serving marginalized groups, while contributing to the reduction of marketplace discrimination . From a managerial perspective, the chapter develops a framework based on three key dimensions—depth, breadth, and intersectionality—which allow for distinguishing between holistic and reductionist approaches to inclusivity. It further elaborates on the process of building a DEI-based brand identity system, encompassing brand essence, personality, cultural traits, product attributes, and social roles. This identity system serves as the foundation for the consistent implementation of inclusive marketing and communication strategies, fostering perceptions of security, visibility, and equitable access among consumers. Through the analysis of the Victoria’s Secret and Barbie case studies, the chapter highlights the strategic implications of different inclusive branding approaches, showing how a holistic orientation can enhance identity coherence, audience connectedness, and market performance. Finally, the chapter discusses the main opportunities and risks associated with inclusive branding, emphasizing the role of brands as key actors in driving socio-cultural transformation and creating value for consumers, firms, and society.