{"id":49514,"date":"2026-04-20T15:39:52","date_gmt":"2026-04-20T15:39:52","guid":{"rendered":"https:\/\/digitionary.com\/glossary\/branded-benevolence\/"},"modified":"2026-04-20T17:11:08","modified_gmt":"2026-04-20T17:11:08","slug":"branded-benevolence","status":"publish","type":"glossary","link":"https:\/\/digitionary.com\/en\/glossary\/branded-benevolence\/","title":{"rendered":"Branded benevolence"},"content":{"rendered":"\n<p>Benevolence is an age-old concept that implies being friendly, caring, and wishing well for others. In this sense, brand benevolence refers to a brand&#8217;s ability or willingness to do good. The idea of \u200b\u200bbrand benevolence was introduced by the BVA Institute and the advertising agency Change, which launched a benevolence index measuring consumers&#8217; perceptions of a brand&#8217;s capacity to act in a beneficial way. While proponents emphasize the active nature of benevolence as opposed to a more passive approach, the use of this specific term also serves to promote and increase the visibility of the institute and the agency. Some might even consider it a mere fad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Benevolence is an age-old concept that implies being friendly, caring, and wishing well for others. In this sense, brand benevolence refers to a brand&#8217;s ability or willingness to do good. The idea of \u200b\u200bbrand benevolence was introduced by the BVA Institute and the advertising agency Change, which launched a benevolence index measuring consumers&#8217; perceptions of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","meta":{"wds_primary_glossary-categories":0,"footnotes":""},"glossary-categories":[78],"glossary-tags":[],"class_list":["post-49514","glossary","type-glossary","status-publish","hentry","glossary-categories-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary\/49514","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"author":[{"embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary\/49514\/revisions"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=49514"}],"wp:term":[{"taxonomy":"glossary-categories","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary-categories?post=49514"},{"taxonomy":"glossary-tags","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/glossary-tags?post=49514"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}