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CSR and Its Impact on Strategic Branding

CSR and Its Impact on Strategic Branding. Author: Prof Vatsala Bose Co-Author: Prof Sunaina Sangwan SIES College of Management Studies, Nerul. CSR.

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CSR and Its Impact on Strategic Branding

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  1. CSR and Its Impact on Strategic Branding Author: Prof Vatsala Bose Co-Author: Prof SunainaSangwan SIES College of Management Studies, Nerul

  2. CSR • Corporate Social Responsibility (CSR) is generally used to describe business’s efforts to achieve sustainable outcomes by committing to good business practices and standards. • According to the definition of Angelidis and Ibrahim (1993), corporate social responsibility is ‘corporate social actions whose purpose is to satisfy social needs’.

  3. Branding • Its the process involved in creating a unique name and image for a product (good or service) / organization in the consumers’ mind, through advertising campaigns with a consistent theme or intensive marketing

  4. Objectives To analyze whether CSR activities help the organizations: (i) To Brand itself (ii) To differentiate from competitors and make a mark in the market

  5. Methodology • The Secondary Data of three different companies from different sectors that are Pharmaceuticals(Ranbaxy), Automobile(Tata) and Telecom(Bharti). Data is collected from websites and Journals. • The Primary Data is collected with Telephonic Interview with Head HR of BhartiAirtel.

  6. Limitations • There is limited academic literature examining how organizations incorporate CSR activities into their brand. Future research needs to be undertaken to explore the facts.

  7. Findings • Indirectly CSR has helped the organizations to brand themselves in domestic and international arena. • Positive CSR experiences build confidence and goodwill with stakeholders. Many organizations have developed clear CSR efforts as strategic branding and management approach in achieving a win-win outcome.

  8. Conclusion • CSR is welfare for society. India took along time to understand the welfare of Society, but still we are lacking behind. • Consumers today are more sophisticated, becoming more selective and sensitive to a company’s image and CSR efforts. So, a distinctive CSR profile serves as a strategic branding tool.

  9. References Books: • Kevin Lane Keller , Building , Measuring, and Managing Brand Equity Second Edition • John R.SCHRMERHORN Introduction to Management • Philip Kotler Introduction to CSR Third Edition 2009 Publication

  10. References Websites: • Retrieved from http://www.ranbaxy.com/socialresposbility Topic Importance of CSR • Retrieved from http://en.wikipedia.org/wiki/Bharti_Foundation CSR activites of Bharti Foundation • Retrieved from www.bhartifoundation.org/.../bhartifoundation/BhartiFoundation/Activites of Bharti Foundation • Retrieved from http://timesfoundation.indiatimes.com/articleshow/1376265.cms CSR activites of TATA • Retrieved from http://www.tata.com/article.aspx?artid=Rmjp4NJztqU • Retrieved from www.mallenbaker.net/csr/definition.php • Retrieved from (http://www.triplepundit.com/2010/10/sustainable-brands-seminar-series-opportunity-deeper/)

  11. References Journals: • The Key to Successful Corporate Social Responsibility in India • Journal of International Management Special Issue on CSR

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