The branding of CSR excellence

Abstract

Being corporately socially responsible is a desirable thing in and of its self. But doing the right thing does not of itself build reputation, brand and therefore equity for shareholders or any other stakeholders. CSR needs to be built into marketing and brand: CSR and the future of brand are one and the same. The essence of brand in the 21st century is sustainable marketing from a place of integrity. © 2006 Springer Berlin·Heidelberg.