Globalisation, Brands & Business Organisation Essay

Globalisation, Brands & Business Organisation - Essay Example It therefore follows that corporate branding is now a powerful method by which corporations can signal corporate social responsibility. This research study demonstrates that corporate social responsibility is an important feature of corporate social responsibility and as such branding creates pressure on corporations to implement greater corporate social responsibility practices. The main question is whether or not using corporate branding to improve corporate social responsibility is a sound financial decision for companies. Will consumers be moved to purchase branded products because they are linked to corporate social responsibility? Or should companies market their brands so as to influence consumer sentiments in favour of the social or ethical standard incorporated in the brand? In determining whether or not to incorporate CSR into corporate branding another relevant question is whether or not companies can strategically and effectively make the connection between a trademark an d CSR. These are the main questions considered in this research study. This study is therefore divided into two parts. The first part of this study offers a definition and explanation of the concepts and development of corporate social responsibility in the 21st century. The second part of this paper represents the main part of this study and analyses corporate branding and demonstrates its synergy with corporate social responsibility. The second part of the paper also demonstrates how corporate social responsibility is an important part of corporate branding and corporate reputation management. Introduction Corporate branding is an important strategy used by firms to remain current and meaningful or to respond to market changes. Corporate branding is driven by brand personality which reflects the values of the corporation.1 Thus corporate branding and brand personality connects the values of the corporation with consumers either directly or indirectly. In this regard, brands build corporate reputation and essentially require stakeholder management.2 Brands make promises and build trust and as such are just as effective for connecting the corporation with the community and stakeholders as corporate social responsibility (CSR) is.3 Brand value can measure corporate performance as a result of its combined commercial value, its ability to drive consumer demand and its strength in terms of building corporate reputation, loyalty and market position.4 It therefore follows that branding can be an important instrument for implementing CSR. However, there are a number of important issues worth considering. Firstly, the issue of whether or not trademarks or brands can be effectively used to connect specific aspects of CSR to the company behind the trademark or the brand is important for determining the feasibility of implementing CSR in corporate branding strategies. Secondly, the issue of whether or not corporations may have to market brands or trademarks so as to infl uence consumer loyalty to the CSR issue and thus the brand or trademark requires consideration. Thirdly, it is also important to determine the extent to which CSR influences consumers to purchase a brand connected to a social cause or issue. CSR is particularly important for today’