Brand equity is a primary interest among corporations, and to achieve brand equity, corporations often connect their products, and further their brand, to the values of their customers. Western consumers have started to value social responsibility among the corporations they purchase products from. Thus, Corporate Social Responsibility, (hereafter, CSR), has become integrated into many corporation 's marketing efforts to adhere to the values of its consumers. CSR and profit maximization has now become interchangeable, as corporations use advertising as a means to promote social responsibility. Additionally, advertising CSR enhances the brand image and ultimately maximizes profits, while often dismissing the actualities of a corporation’s participation in social issues. Products are no longer at the center of industrialized economies; but rather, brands are the center. Nancy Klein states in her article, New Branded World, brands are a "necessity of the machine age" because products are becoming increasingly the same, and there is a need to differentiate between companies (5). Thus, companies need to ensure their products differ from other similar products on the market. Corporations further have to ensure their image differs from other brands. Brands are more than a logo to catch a consumer’s eye; a company needs to have a "brand identity or a corporate consciousness" (7). Corporations must embed themselves with values, beliefs, and goals that are conducive to the values of the expected consumer. Consumers no longer buy products, but buy brands based upon the alignment of a corporation 's values with their own. Klein references Starbucks CEO, Scott Bedury who states, "consumers [do not] truly believe there 's a huge difference between products […] which is why brands must establish emotional ties" (20). Thus, if the consumer feels connected to the brand, they are more likely to make continuous purchases in the future, and as a result profits increase. It is crucial for organizations to establish a brand identity in which its consumers can have an emotional tie with; however, consumers are searching for more than just lifestyle values from companies, but also values that extend into society.
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Companies must please many stakeholders who seek to know its values. Nuria Villagra and Belen Lopez note in their article Analysis of values and communication of the Responsible Brand: Corporate Brand strategies for sustainability, due to increased competition, branding allows a company to "communicate company values, differentiate from competitors, and strengthen esteem and loyalty ties in the relationship between the company and its stakeholders" (200). Consumers seek corporations who are morally responsible because these companies become relatable and understandable to consumers. As such, morally responsible companies must have "core values trust, honesty and integrity" (203). Thus, companies must invest the time to really get to know their consumers. In this day and age, if a company can put aside it’s “large company feel” and get on the same level as a consumer, not only will they increase its understanding, but also its business. As much as we live in a fast paced society, everyone appreciates morality and social responsibility, especially from companies because it makes them more humanistic and relatable to customers. One of the ways organizations can differentiate from its competitors and engage with customers is to engage in social responsibility that is contingent with social issues that customer’s value. William Werther and David Chandler state in their article, Strategic Corporate Social Responsibility as Global Brand Insurance "corporations are expected to be responsible to the societies within which they operate" (4). In the late 1920’s, ethical and moral judgments made by corporations became more important among consumers. Werther and Chandler also note, in 1806 merely joining a union was considered a criminal conspiracy; however, 120 years later, workers were granted the right to join unions, and a socially responsible organization started to be more appealing (4). Thus, CSR becomes a strategy that corporations use and integrate into their marketing platforms. According to Lori Dorfman et al, CSR has been defined as an evolving concept that has come to include a companies ' economic, legal, ethical, and philanthropic responsibilities to society in addition to the company 's fiduciary responsibility to shareholders" (1). Consumers are no longer are interested in companies primarily for its products; but also, for its participation in issues that affect greater
Companies must please many stakeholders who seek to know its values. Nuria Villagra and Belen Lopez note in their article Analysis of values and communication of the Responsible Brand: Corporate Brand strategies for sustainability, due to increased competition, branding allows a company to "communicate company values, differentiate from competitors, and strengthen esteem and loyalty ties in the relationship between the company and its stakeholders" (200). Consumers seek corporations who are morally responsible because these companies become relatable and understandable to consumers. As such, morally responsible companies must have "core values trust, honesty and integrity" (203). Thus, companies must invest the time to really get to know their consumers. In this day and age, if a company can put aside it’s “large company feel” and get on the same level as a consumer, not only will they increase its understanding, but also its business. As much as we live in a fast paced society, everyone appreciates morality and social responsibility, especially from companies because it makes them more humanistic and relatable to customers. One of the ways organizations can differentiate from its competitors and engage with customers is to engage in social responsibility that is contingent with social issues that customer’s value. William Werther and David Chandler state in their article, Strategic Corporate Social Responsibility as Global Brand Insurance "corporations are expected to be responsible to the societies within which they operate" (4). In the late 1920’s, ethical and moral judgments made by corporations became more important among consumers. Werther and Chandler also note, in 1806 merely joining a union was considered a criminal conspiracy; however, 120 years later, workers were granted the right to join unions, and a socially responsible organization started to be more appealing (4). Thus, CSR becomes a strategy that corporations use and integrate into their marketing platforms. According to Lori Dorfman et al, CSR has been defined as an evolving concept that has come to include a companies ' economic, legal, ethical, and philanthropic responsibilities to society in addition to the company 's fiduciary responsibility to shareholders" (1). Consumers are no longer are interested in companies primarily for its products; but also, for its participation in issues that affect greater