Brand Personality from Corporate Social Responsibility: A Critical Review of the Brand Image through CSR

Ghosh, Diptendu; Ghosh, Pratapaditya; Das, Biswajit
July 2013
Parikalpana: KIIT Journal of Management;2013, Vol. 9 Issue 2, p22
Academic Journal
The brand managers of companies keep on trying to 'break the code', to establish their brands as the most preferred or premium brands by reflecting on CSR in sighting trust. Though the managers are professionally trained and have years of experience on the job, they tend to forget the basics of CSR associated with brand management. To attain brand image lot of importance is given to measures like Brand Equity Index (BEI) and its allied attributes, which contribute to the BEI. But a few other measures also play equally important roles in deciding the position of brands, which are not as popularly known. Peter Drucker's brand vitality, which is a measure of brand marketplace momentum, brand value perceptions, emotional connection to the brand and differentiation etc. also play dominant role. These attributes are inter-dependent and work in cohesion to present the brand to the customer as a personality. This effect is known as brand personality. The article is based on the critical thinking of the relevance of brand personality to the CSR of any company, which the brand managers need to think in a long-term manner and work out on the attributes. These attributes as a result would work in cohesion and complement mutually to make a strong brand personality through CSR applications, which would lead to a long-term customer image.


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