A minimum of 8 scholarly journal papers, and 6 industry sources must be included in the report 1 Review and critically analyse the main academic and industry literature on brand purpose, and discuss different factors that are recommended to be taken into account in choosing the right purpose, executing the brand purpose strategy (need to identify the factors around execution), and communicating the brand purpose strategy. 2 Discuss the potential impact of brand purpose strategies on consumer-brand relationship over long-term