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Corporate social responsibility and corporate foundations in building responsible brands

Abstract

This article analyzes corporate brand management in companies that enforce a policy of corporate social responsibility (CSR) while also operating a corporate foundation that shares the same company name and brand. The study aimed to (1) define and analyze the presence of the corporate [...]
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Strategy and management, the foundations of any successful brand

Abstract

When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the [...]

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Strategy and management, the foundations of any successful brand

Abstract

When analyzing any branding work we tend to simplify a process that by its nature is enormously complex and multidisciplinary. There is an important current of opinion that tends to reduce the creation of a brand to its logo or to the group of elements that will articulate the [...]