Does CSR Really Build Brands?

Abstract

Despite the complete dot.com bubble, a new international economy is taking profile all around us. It is built on new forms of implication formation and, it is often colliding with both old and new values. Now a new signal of society stress is reshaping business philosophy. Business is being pressured - by governments as well as campaigners - to deal with a broad range of new liability and corporate social responsibility (CSR) issues, some of which would once have been handled wholly by governments. We see companies appealing in Corporate Citizenship for multiple reasons- status and brand building, competitiveness, risk management, improved admittance to capital and markets, amplified sales and profits, operational cost savings, superior efficiency and quality, resourceful human resource base and better customer loyalty. Certainly the greatest motivator for a company to go in for CSR is name and brand building, and surveys confirm this conclusion. Some companies have managed to do CSR and build brands. Some have done CSR only to be labeled as glass dressers and green washers. And for some, CSR has had no contact on brands. In this paper, the researcher has tried to study some worldwide as well as Indian firms which have managed to stroll. Thus here an effort is made to confirm does CSR really build Brands?