Brand Image CSR

CORPORATE SOCIAL RESPONSIBILITY – A TOOL TO CREATE A POSITIVE BRAND IMAGE.

(Maneet kaur,

Lovely Professional University, Jalandhar, India.

Sudhir Agrawal,

Symbiosis International University.)

In this paper, the researchers have discussed about how corporate houses uses Corporate Social Responsibilities as their tool of marketing. In the path to create a healthy Brand image lays building connections with society through the initiatives of Corporate Social Responsibilities. Corporate Social Responsibility (CSR) builds a landing place in the minds of the customers. It not only helps to spread the Brand Equity awareness among the customers but also creates a healthy and positive Brand Image in the eyes of the potential customers.

The objective

Survival and Existence of a Company depends upon how responsible a Company is towards the Welfare of the Society. More active a Company is, it is easier for them to build a healthy Brand Image in the eyes of customers which leads to working towards building Brand Equity.

Different concerns have different definitions of Corporate Social Responsibility (CSR) like,

“The continuing commitment by business to behave ethically and endow to economic development while improving the quality of life of the workforce and their families as well as the local community and society at large.” – World Business council for sustainable Development.

“The clear definition of Corporate Social Responsibility is that community is not just another stakeholder in our business but the very purpose of our existence,” – Jamshedji Tata.

Greater number of the private companies says that they grasp Corporate Social Responsibility (CSR) not only because it reinforces their Brand, but also it is the right thing to do. Through Corporate Social Responsibility (CSR), there is an upward trend in the represented Brand value

A documentary video series called “Raising an Olympian” will be produced by Procter and Gamble which will guide and improve the lives of upcoming athletes, in order to celebrate the sacrifices and dedications of mothers, families and Olympians.

Another occurrence is that of Tata Tea, a leading tea Brand of India. Tata Tea adopted the tag line “Jaago re” (wake up) and its advertisement shows its lead characters handing over cups of tea to the youngsters of college and insisting them to wake up, i.e., they need to go out and vote for the appropriate candidate.

IT companies like Wipro and TCS have refined software to guide children and teachers in schools all over India for further cause of education. Banks and Insurance Companies are addressing travelling laborers and street vendors to benefit them through micro credits and related schemes. The Central Government is engaged on a plan for evaluating the Corporate Social Responsibility (CSR) initiatives of companies to stimulate them further.

Pharmaceuticals Company Jubilant Organosys Ltd., runs an anti-tuberculosis pragramme with the government of Uttar