The Importance of Target Group-Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua

All United Nations (UN) Member States recognize water and sanitation as human rights which need to be further developed and implemented, in order to provide a standard of living adequate for everyone’s health and well-being (United Nations, 2020). The German organization Viva con Agua with its brand of the same name wants to contribute to improving the situation in the less developed countries.