TO BUILD BRAND EQUITY USING CORPORATE SOCIAL RESPONSIBILITY: CASE APPROACH

Abstract

Corporate social responsibility (CSR) is a method of corporate self-regulation incorporated into a business model. Corporate Social Responsibility has no universally accepted definition but it is treated as to take ethical approaches and be socially responsible and accountable to the stakeholders. Stakeholders are the people who are affected by the activities of the organization, they can be suppliers, creditors, employees and etc. Corporate social responsibility has been a compulsion for some organization according to new companies Act 2013 who meet the required statements. Whereas, “Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less wellknown name, as consumers believe that a product with a well-known name is better than products with less well-known names”. Though it is hard to find the brand equity factors and different organizations have their different approaches to find it. Brand equity is also associated with brand image and brand loyalty, it can have a huge impact on financials.