Responsibility on Brand Equity in the telecom sector in India

Abstract

Telecom is one of the highly competitive sectors in contemporary India. Over the past few years a lot of Telecom companies have entered the market. With new companies coming in the market and the amount of competition that it leads it becomes necessary for the company to stay in the forefront of things. Some brands have exited as they were unable to stay in the market due to the pressure of its competitors. The concept of corporate social responsibility though old, has been used very incorrectly over the years. A lot of companies used to do philanthropic work, not because of their ethics or values but to vain the support and loyalty of customers. But overtime this has changed and Corporate Social Responsibility (CSR) has been made mandatory under the law. Here this research tries to study how a company increases its brand equity and stands out amongst its competitors through CSR. The paper tries to understand the vital components of achieving brand equity through various aspects of CSR. This study will be useful for corporate organizations to understand how CSR is just not a waste in the form of a mandate but essentially is a strategic tool to enhance the equity of the brand and create a consumer connect with the brand.