Understanding Corporate Social Responsibility and Brand Equity
Classified in Economy
Written at on 
English with a size of 2.46 KB.
Dimensions of Corporate Social Responsibility
Philanthropic (Good Citizen)
Ethical (Be Ethical, Right from Wrong)
Legal (Obey the Law)
Economic (Be Profitable)
5 Barriers to Sustainable Consumer Behavior
- Lack of Awareness & Knowledge
- Negative Perceptions
- Distrust
- High Prices
- Low Availability
Measuring Brand Equity
Contributes to positive perceptions of product quality
Qualitative (Free Association/Projective Techniques)
Quantitative (Brand Recognition Research/Brand Recall)
4 Dimensions of BrandAsset Valuator
Differentiation (Brand's Point of Difference)
Relevance (Brand Relates to You)
Esteem (How Well Regarded the Brand Is)
Knowledge (Understanding of the Brand)
Role of Social Media in Branding
- Brand Advocates/Sharing Info/Seeing Discounts/Customer Services
- Allows firms to develop deeper relationships with customers
- Generates positive word-of-mouth communication about the brand on social networks
ex. Give consumer reviews/punish company/protect others
Pricing Objectives
Profit Maximization (Associate with Value)
ex. Apple releases new Apple iPad for a high price and eventually, the price decreases but consumers relate value to their product
Volume Maximization (Low Prices to Get More Consumers)
ex. Direct TV lowers price, consumers assume they are saving money in the long-run
Survival Pricing (Maximize Cash Flow for Short-Term Lowers Prices to Cover Costs)
ex. During the recession, General Motors lowered the price of cars to avoid bankruptcy
Brand Equity
Contributes to positive perceptions of product quality; facilitates a brand expansion into new markets; increases firms' ability to sustain competitive environments.