Brand Building through Corporate Social Responsibility; an Indian Scenario

Abstract

CSR activities refer to the initiatives of an individual corporate entity undertakes as an extra effort for the welfare of the society and environment as a whole. This initiative is a kind of gratitude shown by the companies towards the society from whom they earn profits. Companies can build sustainable brand image by emphasizing on social, economic and environmental problems of the society. Customers will perceive such organisation as socially conscious organisation. This study describes about the concepts of CSR and relationship between the CSR activities and brand building. Companies like Tata Steel, ITC and Mahindra & Mahindra are taking various steps to build their brand image, keeping in mind social responsibility of company. This paper suggests that companies should build their brand image through socially responsible efforts, because the long term benefits are higher than risks and costs of CSR. This study suggests that companies can face the competition by widening the CSR activities.