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

Brand councils that care: Towards the convergence of branding and corporate social responsibility 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Brand Management Springer Journals

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

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Publisher
Springer Journals
Copyright
Copyright © 2003 by Palgrave Macmillan
Subject
Business and Management; Business and Management, general; Marketing; Management
ISSN
1350-231X
eISSN
1479-1803
DOI
10.1057/palgrave.bm.2540128
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Brand ManagementSpringer Journals

Published: May 1, 2003

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