Importance of Corporate Social Responsibility in Creating Brand
Značaj korporativne društvene odgovornosti u kreiranju brenda
Abstract
According to increased competition and market saturation, it is necessary for companies to find a way to express their uniqueness, innovation, differentiation, but also concern about stakeholders’ interests. Since the beginning of the 20th century companies have started to change the way of running a business and to realize the importance of corporate social responsibility. Different methods and strategies of communicating CSR activities have been developed over time, including health branding, cause-related marketing and green marketing. The implementation of these strategies implies that companies have chosen the proactive approach and have decided to inform the public about its business activities, brands, initiatives and efforts to solve the problems of the local community. By linking CSR and brand, companies have numerous advantages, including strengthening of the company’s brand image and/or its products and services, which contributes to achievement of good business results, making loyal customers, increasing their satisfaction, retaining good reputation, increasing of demand for products/services. The conducted research will show the younger consumers’ habits in Belgrade (Republic of Serbia) when purchasing brands, as well as their awareness of the meaning of CSR.
Apstrakt
Sa sve većom konkurencijom i zasićenošću tržišta, kompanijama se nameće potreba da pronađu način kojim će ukazati na svoju jedinstvenost, inovativnost, diferenciranost, kao i brigu o interesima zainteresovanih strana. Još od početka XX veka počinju da menjaju dotadašnji način poslovanja i da uviđaju značaj odgovornog poslovanja. Vremenom su se razvile različite metode i strategije komuniciranja društveno odgovornih aktivnosti, među kojima su brendiranje zasnovano na pozitivnom uticaju na zdravlje, uzročni i ekološki marketing. Primenom ovih strategija kompanije informišu javnost o svom poslovanju, brendovima, inicijativama i naporima da reše probleme lokalne zajednice, ujedno se opredeljujući za proaktivan pristup. Povezivanjem brenda sa odgovornim poslovanjem ostvaruju se mnogobrojne prednosti, među kojima je i jačanje brend imidža kompanije, njenih proizvoda i/ili usluga, što doprinosi ostvarenju dobrih poslovnih rezultata, stvaranju lojalnih kupaca, povećanju zadovoljstva potrošača/korisnika, zadržavanju dobre reputacije, porastu tražnje proizvoda/usluga. Istraživanje sprovedeno na teritoriji grada Beograda (Republika Srbija) ukazaće na navike mlađih potrošača pri kupovini brendiranih proizvoda i na njihovu upoznatost sa značenjem termina korporativne društvene odgovornosti.
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