Humanistic branding strategy for social impact business in Vietnam

This study investigated the role of humanistic branding strategies in creating positive impact for social impact businesses (SIBs) as businesses are facing a competitive market to address social problems as well as achieve financial sustainability in Vietnam. This study explored how a humanistic approach, which emphasizes human connection and emotional resonance, can serve as an important differentiator. Based on the theoretical frameworks of human-centered design and brand storytelling, this study examined how SIBs can integrate these principles to build trust, foster emotional connection, and ultimately together achieve greater social impact. This study employed a mixed-methods approach and conducted in-depth interviews with social impact entrepreneurs and groups focusing on Vietnamese consumers. The study’s findings are expected to contribute to a deeper understanding of how humanistic branding strategies can enhance the effectiveness of SIBs in Vietnam.