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CSR Shares a Brand Connect

The intertwining concepts of CSR and brand responsibility reveal a shared foundation in organizational obligations and the nurturing of trust among stakeholders.

India CSR by India CSR
November 19, 2011
in Articles
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CSR Shares a Brand Connect

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By Vijay Kapur & Enakshi Sengupta

The growth of CSR has not freed it from growing cynicism and deliberate obfuscation of what real CSR is and what it aims to achieve. The term CSR holds different perspective for different practitioners. To a PR manager it is often characterized as reputation protection, for a non- profit organization  is all about raising awareness for a cause and for the Government it may be off loading the burden of sustainability to the corporate world. This confusion and lack of a ‘common context’ is seeding ambivalence and is belittling the potential of the concept of CSR shrouding it in a fuzziness of non- committed ad-hoc activities.

CSR and the Notion of Responsibility

CSR, as the term signifies, has the component of ‘responsibility’ engrained in it. The term responsibility can be a moral maze, with different contexts and dimensions for many. It may mean a legally enshrined obligation for some, while for others, it could simply imply commonly held morality arising out of collective interdependence. This responsibility, at times, can be self-imposed through enlightened self-interest or due to moral pressure.

Brand as the Prime Determinant of Relationship Responsibility

Brand, as a component, also has the concept of ‘responsibility’ inherent in it. According to Kitchin (2002), “Brand is, in fact, the prime determinant of relationship responsibility.” Brand comes with ‘brand promises’ and ‘trust’ between the expectation of a consumer and their ultimate experience. This similarity between CSR and brand lies in their foundation on organizational responsibilities and the honoring of trust to stakeholders. In every corporate arena, there exists a creative tension between stakeholder’s needs and the organization’s ability to realize those needs and meet diverse expectations adequately.

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Aligning CSR and Brand: Shared Values and Connection

Brands, like the CSR activities of a firm, have the capability of filtering stakeholder’s needs through brand promises. They possess the capacity to emotionally connect with stakeholders, creating the ‘shared value’ of a firm expressed by its CSR performance. The brand elasticity, supported by a well-strategized CSR program, reduces intangible risk through collaboration with stakeholders.

Changing Thinking to Affect Behavior

Peter Senge, in his work “The 5th Discipline,” highlighted that ‘if one wants to affect behavior, one must change thinking (the context) which will affect the connection.’ To build an emotional connect with stakeholders, companies must not only deliver true and honest ‘brand promises’ but also craft a proactive CSR strategy to fulfill moral obligations towards stakeholders.

Seizing Opportunities for Meaningful Connections

Organizations should seize the opportunity to use their brand strength and proactive CSR role to create fresh meaning for their stakeholders. Systematic CSR enhances relationships and their systemic context towards a ‘shared vision’.

Copy Right & Conditions: India CSR does not permit other websites/Agency to copy or reproduce or reprint the above article in any form.

Disclaimer: The views expressed by the author in this feature are entirely their own and do not necessarily reflect the views of India CSR.


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Tags: CSR and BrandCSR and PRCSR in IndiaCSR performanceEnakshi SenguptaVijay KapurVijay Kapur & Enakshi Sengupta
India CSR

India CSR

India CSR is the largest media on CSR and sustainability offering diverse content across multisectoral issues on business responsibility. It covers Sustainable Development, Corporate Social Responsibility (CSR), Sustainability, and related issues in India. Founded in 2009, the organisation aspires to become a globally admired media that offers valuable information to its readers through responsible reporting.

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