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Journal of Brand Management

, Volume 10, Issue 4, pp 327–341 | Cite as

Brand councils that care: Towards the convergence of branding and corporate social responsibility

  • Dannielle Blumenthal
  • Alan Bergstrom
Paper

Abstract

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.

Keywords

brand 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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Copyright information

© Palgrave Macmillan 2003

Authors and Affiliations

  • Dannielle Blumenthal
    • 1
  • Alan Bergstrom
    • 1
  1. 1.Executive Director, Institute for Brand LeadershipMadisonUSA

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