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

In this: publication
By this: publisher
In this Subject: Business
By this author: Blumenthal D. ;&nbsp; Bergstrom A.J.

Authors: Blumenthal D.; Bergstrom A.J.

Source: The Journal of Brand Management, Volume 10, Numbers 4-5, May 2003 , pp. 327-341(15)

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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