Diversity, equity and inclusion (DEI) and branding

The integration of DEI into brand management has become a necessity, driven by societal changes and consumer demands for inclusivity and equity. However, achieving authentic DEI branding presents significant challenges, as brands must navigate a complex landscape where their actions are scrutinised for sincerity and alignment with values (Holt, 2002; Mirzaei et al., 2022). This chapter explores how brand managers can effectively integrate DEI into their frameworks by leveraging insights from intersectionality theory, signaling theory, and consumer behaviours. To provide practical guidance, we present key strategies for promoting inclusivity, illustrated through three diverse case studies that highlight different perspectives and approaches. These examples not only demonstrate the transformative potential of DEI initiatives but also underscore the risks associated with misaligned or inauthentic efforts. By examining these strategies and their outcomes, this chapter sheds light on the mechanisms that make DEI successful in brand management, explores the conditions under which it may lead to negative consequences, and identifies future research directions to advance knowledge in this domain.