Brand councils that care: Towards the convergence of branding and corporate social responsibility
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One may be living ‘in a material world’, as Madonna once put it, but the capacity of intangibles to add wealth to that world is increasingly well-recognised by the corporate sector. In a relatively short time, branding has gone from a simple image-production scheme to a massive organisational alignment tool, and corporate social responsibility (CSR) is rapidly catching up. Based on in-depth research, including interviews with corporate and consultative brand practitioners, this paper describes a recognised but still emergent best practice, the brand council. It then imagines how CSR can be integrated into the council to yield a synergy that is greater that the sum of its parts. The expert views of the brand council are described, and a detailed rationale for synthesising the brand council with CSR is presented.
Keywordsbrand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy
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