Professional Documents
Culture Documents
SOCIAL VALUES
IMPROVES BRAND
EQUITY
HOW-TO GUIDE
Communicating Social Values Improves Brand Equity
HOW-TO GUIDE
Fortune 500 companies have recognized significant benefits by successfully promoting civic virtues
such as Sustainability, Community, Sponsorship, Charity, and Environment. Although benefits like
improved brand integrity are intangible, they can have a significant impact on a company’s long-term
success. Increase brand value by developing a communication plan for the organization’s social values.
Examples of Social Value Messaging programs are abundant. On January 18, 2006, Frito-Lay’s brand,
SunChips, partnered with the Susan G. Komen Breast Cancer Foundation by officially sponsoring
the Komen Race for the Cure® Series National Volunteer Recognition Program. SunChips Crunch
for the Cure is an integrated, multi-channel campaign comprised of event marketing, promotions,
online, and affiliate & channel marketing.
Increased Revenues - in competitive markets, social values can mean the difference between a
customer choosing you or the other guy.
Growth of Brand Equity - this includes brand awareness and increased brand integrity as
customers can identify with what your brand stands for.
Positioning as Industry Leader - social values were initially competitive advantages before these
programs became mainstream. Be a leader.
Bottom Line
Being a good corporate citizen makes business sense. Drive brand value and improve customer
and employee loyalty by capturing and communicating corporate social values.
Align Company
Determine Company
1 Values with the
Communication
Plan
Values and How to Best
Promote Them
Obtain Senior
2 Management Review your organizations
Mission, Vision, Values, Goals
Approval
& Objectives.
If no document containing
this information exists,
Prioritize & hold informal interview
3 Develop a
sessions with key executives.
Strategy
Determine which values will
resonate with internal and
external stakeholders and
Communicate make a list of projects that
Values
4 Internally &
will best promote them.
Externally
Measure
5 Results
VIEW RESOURCE
Research
Tools
Training
Software
Demand Metric has the world’s largest library
of practical marketing tools and templates,
all ready for you to customize.
LEARN MORE
Playbooks & Training
Toolkits Courses
Reports &
Guides
GET STARTED