Against the backdrop of the deepening integration of sustainable development principles, corporate brand management is gradually shifting from a traditional market-oriented approach to a responsibility-driven and long-term value-oriented strategy. As a key non-financial indicator assessing corporate environmental, social, and governance (ESG) performance, ESG not only reflects a firm's capacity to fulfill its social responsibilities but also exerts a profound impact on the shaping and management of sustainable brands. This paper systematically reviews the relevant literature, defines the core concepts and theoretical foundations, and explores in depth the mechanisms through which ESG performance contributes to sustainable brand management. It also summarizes the main research progress and emerging trends in the field. Furthermore, the paper identifies existing gaps in the literature, particularly regarding the construction of influence mechanisms, contextual adaptability, and methodological innovation. Based on these observations, the study proposes future research directions, including the deepening of mediating and dynamic mechanisms, expanding research into cross-cultural contexts, and strengthening perspectives related to digital communication and consumer co-creation. This study aims to provide a theoretical framework and pathway guidance for future academic research, as well as practical insights for firms seeking to develop sustainable brand strategies under a responsibility-oriented paradigm.

Youyou Li, Youngmi Kim. The Impact of Corporate ESG Performance on Sustainable Brand Management: Research Progress and Future Directions. Academic Journal of Business & Management (2025), Vol. 7, Issue 4: 149-155. https://doi.org/10.25236/AJBM.2025.070418.

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