CIRCULAR BRANDING: EVALUATING HOW COMPANIES COMMUNICATE CIRCULAR ECONOMY PRACTICES IN CORPORATE COMMUNICATION

The transition from a linear “take-make-dispose” economy toward a circular economy requires organisations not only to adopt new operational practices but also to communicate these practices in a credible and structured manner. While sustainability branding literature has explored green brands and green brand equity, limited research explains how circular economy practices are systematically translated into communication. Existing studies typically describe isolated messages rather than the underlying communication logic. This study addresses this gap by developing and empirically evaluating a circular branding communication framework. Building on circular economy principles and sustainability branding theory, the research proposes an analytical model that links circular brand characteristics to communication practices. The model conceptualises circular communication across six dimensions: purpose-driven orientation, product longevity, resource efficiency, supply-chain transparency, circular loops (reuse, repair, recycling), and ESG alignment. It further connects these dimensions to communication tactics, evidence types, and thematic keyword structures, enabling a structured assessment of how circularity is signalled. To evaluate the model, a qualitative content analysis was conducted using corporate communication materials from circular-economy-oriented companies. Communication messages were coded into analytical units and examined through cross-tabulation and pattern analysis to assess dimensional emphasis, evidentiary support, and strategic coherence. The findings show that companies communicate circularity selectively rather than comprehensively. Communication concentrates on purpose-driven positioning, resource efficiency, and reuse or recycling practices, while design for longevity and supply-chain transparency receive limited attention. The level of substantiation differs across dimensions: strategic intentions are mainly expressed through narrative and qualitative descriptions, whereas operational practices are supported by quantified indicators and concrete examples. Firms adapt communication tactics to the nature of the practice, creating internal stylistic coherence but limited integration across the full circular branding model. Overall, corporate communication presents a practical and understandable version of circularity, emphasising visible and measurable actions rather than communicating a complete transformation toward circular systems. The study demonstrates that circular branding communication depends on the alignment between circular dimensions, communication tactics, and supporting evidence. By proposing and empirically applying a structured evaluation framework, the research contributes a systematic approach for analysing circular branding communication and provides guidance for organisations seeking to improve the credibility and strategic consistency of sustainability communication.