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Connecting branding and Corporate Social Responsibility: strategies to communicate values in an effective way

Nuria Villagra, Belen Lopez

Abstract: An integrated management of a company’s intangibles generates credibility and trust among stakeholders. This management begins with the strategic definition of corporate values.  A corporate identity also includes social responsibility values that must take into account global issues required from companies. The way in which companies integrate these strategic values into their brand management is a key issue for organizations.  Furthermore, corporate communication that includes the management of the company values contributes to the company’s differentiation. This article is the result of analysing intangibles (identity, CSR, branding and communication) in Spanish multinational companies using a qualitative methodology based on in-depth interviews with executive managers. Results show that companies must integrate responsible values into the company’s strategy and communicate, in a direct way, the impact generated at the company through this value management. Thereby, the company reinforces its global presence and social legitimacy in those countries in which it operates.

Additional Info

  • Author(s) Name: Nuria Villagra[1], Belen Lopez[2]
  • Author(s) Affiliation: [1]Audiovisual Communication and Advertising Department, Complutense University of Madrid, Madrid, Spain [2]Communication Department, ESIC, Business & Marketing School, Madrid, Spain
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: Corporate Identity, Corporate brand, Product brand, Corporate Social Responsibility, Corporate Communication
  • Article Type: Research
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