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Glossary entry

English term or phrase:

engage

English answer:

to attract, involve and hold the interest of

Added to glossary by Stephanie Ezrol
Oct 22, 2010 10:55
13 yrs ago
7 viewers *
English term

engage

English Marketing Journalism Article
Citizenship branding aligns the brand and corporate responsibility in a way that validates and reinforces brand values; it identifies and ***engages authentic purpose ***. Citizenship branding brings the brand to life for customers, employees, investors, and partners by leveraging the provision of social benefit and its impact. It creates opportunities for developing new lines of business.

All the best, and many thanks,
Mehmet
Responses
4 +3 to attract, involve and hold the interest of
5 involve
3 +1 create
2 engenders
Change log

Oct 27, 2010 11:05: Stephanie Ezrol Created KOG entry

Discussion

Jonathan MacKerron Oct 22, 2010:
the meaning is not at all clear to me at least. I understand it to mean that this type of branding serves to get customers involved in legitimate issues (authentic purpose) such as fighting hunger or whatever.

Responses

+3
1 hr
Selected

to attract, involve and hold the interest of

The following dictionary definitions are useful in your context:

engage

1. to occupy the attention or efforts of (a person or persons): He engaged her in conversation.
3. to attract and hold fast: The novel engaged her attention and interest.
4. to attract or please: His good nature engages everyone.
http://dictionary.reference.com/browse/engage

The author is attempting to say that his idea of "citizizenship branding" is both good for the society and for the company, and it is an engaging idea -- it will engage the mind of the customer - and thus bring you more customers and help the image of the company. He is using engage in the sense of a power to attract and hold. I would stress the idea of it being a power in that sense.
Note from asker:
Thank you,Stephanie.
Peer comment(s):
agree Tina Vonhof (X) : Very good explanation, fits well here.
3 hrs
Thanks Tina !
neutral Ildiko Santana : I think the phrase refers to the brand, not the customer > "engages authentic purpose" .. "brings the brand to life" .. "reinforces brand values" - All refer to the brand(ing). The way I understand this is that they attribute authentic purpose to brand(s)
4 hrs
I think one of the key to meaning here is: "Citizenship branding brings the brand to life for customers, .." The author is saying that his concept, citizenship branding, acts/brings to life/engages.
agree Veronika McLaren
7 hrs
Thanks Veronika !
agree Phong Le
15 hrs
Thanks Phong Le !
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Many thanks to you all."
13 mins

engenders

is how I understand its usage here
Note from asker:
Thank you, Jonathan. Do you mean " ..makes authentic purpose exist"?
Something went wrong...
+1
1 hr

create

or generate.
It is a heavy handed sentence. It could mean "creates an authentic meaning"
Note from asker:
Thank you, Lisamiles.
Peer comment(s):
agree Ildiko Santana : ... or add / attribute... I think the phrase refers to the brand and not the customer.
5 hrs
thank you :)
Something went wrong...
6 hrs

involve

Involved ( on a personal level) for the purpose to support.

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Note added at 9 hrs (2010-10-22 20:02:31 GMT)
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You're welcome.
Note from asker:
Thank you, Alexandra.
Something went wrong...
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