Branding as a Tool for CSR

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Author(s): Johanna Kujala (University of Tampere, Finland)
Copyright: 2015
Pages: 22
Source title: Empowering Organizations through Corporate Social Responsibility
Source Author(s)/Editor(s): Ruth Wolf (Bar Ilan University, Israel), Theodora Issa (Curtin University, Australia)and Monica Thiel (Tilburg University, The Netherlands)
DOI: 10.4018/978-1-4666-7294-9.ch014

Keywords: Business and Organizational Research / Business Science Reference / Ethics & Law / Security & Forensics

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Abstract

This chapter addresses the field of responsible brands and branding and explores core elements of building a responsible brand in a company. Existing literature on responsible brands and branding is reviewed, and as a result of this review, six key components of responsible branding are depicted: (1) integrating CSR into the core of the brand, (2) engaging stakeholders, (3) engaging organisational members, (4) implementing, (5) communicating responsibility commitments, and (6) assessing the achievements of responsible branding both internally and externally. To illustrate how responsible branding can be used as a tool for companies to explicate their CSR activities, two case studies are presented in this chapter, which is concluded by the notion that both inside-out and outside-in approaches can be effective when using branding as a tool for CSR: nonetheless, this would be subject to the different actions taken by different companies, which become crucial.

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