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 foundation and assess the alignment between brand and foundation in the context of corporate brand identity; and to (2) investigate brand manager perspectives on how corporate foundations promote the social dimensions of the brand and of a company’s corporate identity and culture. The corporate identity of 18 multinational companies and their corresponding foundations was investigated, and 8 prominent brand managers were interviewed.

Abstract

Corporate websites have been challenged to incorporate storytelling narratives that favor emotional bonds with their stakeholders. This paper establishes four categories of implementation in the companies of IBEX 35 and reveals its delay of companies listed in the Dow Jones index. The case studies presented allow us to make recommendations in order to improve the situation.