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Article
Publication date: 1 June 2021

Sajith Narayanan and Jyoti Ranjan Das

Purpose branding is a concept that has gained momentum in recent years. It is a marketing innovation that has the potential to change why and how companies work. Still…

Abstract

Purpose

Purpose branding is a concept that has gained momentum in recent years. It is a marketing innovation that has the potential to change why and how companies work. Still, academic research on purpose branding is scarce. This paper aims to increase awareness about purpose branding and showcase how it can be implemented successfully through account of Hindustan Unilever Limited (HUL).

Design/methodology/approach

The study is based on qualitative research and case analysis of HUL by examining its published reports, its parent company’s trade publications, press articles and relevant studies in indexed journals.

Findings

Purpose branding is a marketing innovation that delivers increased value to all stakeholders. The account of HUL reveals that purpose branding reaps economic rewards for the organization.

Practical implications

A study by Havas Media group involving 300,000 customers across 33 countries found that the customers would not care if 74% of brands in the world disappeared. In such a context, purpose branding provides a way to make the brand meaningful and play a worthy role in consumers’ lives. HUL’s brands that used this approach grew by 69% and accounted for 75% of its overall growth, showing how other organizations can imbibe it into their brands.

Originality/value

Despite many trade publications on this trending topic, there is limited academic research on purpose branding. This paper focuses on understanding this concept and demonstrates its successful use by an organization.

Details

International Journal of Innovation Science, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-2223

Keywords

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Article
Publication date: 8 December 2020

Jyoti Ranjan Nayak, Binod Shaw and Neeraj Kumar Dewangan

In this work, generation control of an isolated small hydro plant (SHP) is demonstrated by applying optimal controllers in speed governor and hydraulic turbine system. A…

Abstract

Purpose

In this work, generation control of an isolated small hydro plant (SHP) is demonstrated by applying optimal controllers in speed governor and hydraulic turbine system. A comparative analysis of application of fuzzy PI (FPI) and PID controller is conferred for generation control (both power and terminal voltage) of an SHP. The controllers are designed optimally by using crow search algorithm (CSA) and novel hybrid differential evolution crow search algorithm (DECSA). The purpose of this paper is to settle the voltage and real power to improve the quality of the power.

Design/methodology/approach

In this work, the controllers (PID and FPI) are implemented in speed governor and excitation system of SHP to regulate power and terminal voltage. Differential evolution and CSA are hybridized to enhance the performance of controller to refurbish the power and terminal voltage of SHP.

Findings

The proposed DECSA algorithm is applied to solve ten benchmark functions, and the effectiveness of DECSA algorithm over CSA and DE is demonstrated in terms of best value, mean and standard deviation. CSA and DECSA algorithms optimized controllers (PID and FPI) are used to design SHP with the capability to contribute power and voltage of better quality. The comparative analysis to substantiate the competence of DECSA algorithm and FPI controller is demonstrated in terms of statistical measures of power and voltage of SHP. Robustness analysis is performed by varying all system parameters to prove the effectiveness of the proposed controller.

Originality/value

The proposed algorithm and FPI controller are applied individually to improve the quality of the power of SHP. DE, CSA and DECSA algorithms are implemented to solve benchmark equations. The solutions of all benchmark equations contributed by DECSA algorithm is converged rapidly and having minimum statistical measures as compared to DE and CSA algorithms. The DECSA algorithm and FPI controller are proposed with superior competence to enhance the generator performances by conceding undershoot, overshoot and settling time of power and terminal voltage. DECSA-based FPI controller contributes a noticeable improvement of the performances over other approaches.

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