Schantz Carolina von & Mark-Herbert Cecilia
Communicating CSR : Brand Management
Schantz Carolina von (MSc) & Mark-Herbert Cecilia (Ass.Prof.)
Swedish University of Agricultural Sciences, SLU
Box 7013
S- 75007 Uppsala
Sweden
Tel. + 56 (0)18- 67 17 09
Fax + 46 (0)18- 67 30 02
Abstract
The interaction of corporations with different groups of stakeholders is not a new topic, but the question of what kind of responsibility a corporation really has toward its stakeholders is a topic for current discussions. Child labour, environmental disasters and ethical dilemmas – these are all problems that bring the discussion about the need for communication of corporate social responsibility, CSR, to the agenda.
CSR is all about how a company chooses to run its business i.e. in which way business is done. A company with a serious CSR intention is likely to gain a competitive advantage, while a company with a neglecting attitude might face overwhelming problems. The discussion about CSR and communication of CSR shows that CSR should be an important part of a corporations’ brand management. Communicating positive CSR is a way of strengthening a brand, while neglected or negative CSR news can lead to dramatic consequences.
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