04 Mar '13, 10am

Brand Reputation Management and Corporate Social Responsibility

Brand Reputation Management and Corporate Social Responsibility

In 2006, Andrew Winston and Daniel Esty wrote in Green to Gold that building corporate reputation and trusted brands is one of the ways smart companies can profit from sustainability. “The better a company does at protecting its reputation and building brand trust, the more successful it will be at gaining and maintaining competitive differentiation,” they wrote. Six years later, MIT Sloan Management Review and BCG asked 2,600 executives, “What are the greatest benefits to your organizations in addressing sustainability?” The first reply on the list was none other than “improved brand reputation” (40 percent). So it got me wondering if this is really true – are sustainability and CSR a path to brand reputation management? While it does seem logical and there is no shortage of anecdotal evidence to support it, I decided it was worth checking if this hypothesis is also suppo...

Full article: http://www.triplepundit.com/2013/03/brand-reputation-mana...

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Julie Weiss

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