One global survey reveals that almost 77 per cent brands in the world would not be missed if they disappear. (Havas Group). Brands try to avoid the league of this 77 per cent by taking efforts. Therefore, brands seek a meaningful role in consumers’ lives. That has led to the concept of Brand Purpose. Brands assume they are for topical causes. However, such assumption dents both the brand and the bottom line. Consumers are skeptical about brands associating with lofty pledges. However, really meaningful brands multiply both the actual sales and the buying intention (Havas). The concept of Brand Purpose is challenging. It should be steeped in the problem the brand is addressing. That makes consumers relate to the brand. It improves brand salience. It improves the trust in the brand. Lever’s has adopted the brand purpose of sustainable living. A brand should be questioned about its contribution to the lives of people. A brand should make a difference. Amul is purpose-driven. It eliminates unfair trade practices and provides farmers with remunerative rates. It establishes an emotional bond. A false purpose wounds a brand. Purpose should not be arbitrarily chosen.