A Synopsis

Presentation
on
Brand Building through Corporate Social Responsibility
-An Indian Scenario
Presented by: Under the Supervision of:
Pranjal Rastogi Ms. Pratiksha Varma
21051020017 Assistant Professor
BBA-IBM 3rd year

Faculty of Commerce and Management

United University, Prayagraj
 INTRODUCTION

• Corporate Social Responsibilities (CSR) activities refer to the initiatives of an

individual corporate entity, undertakes as an extra effort for the welfare of the
society and environment as a whole. This initiative is a kind of gratitude shown by
the companies towards the society from whom they earn profits.

• In the rapidly evolving landscape of business and consumer behavior, CSR has
emerged as a strategic tool for brand building. This research aims to explore the
unique dynamics of CSR-driven brand building in the Indian context. With the
increasing emphasis on sustainable practices, this study seeks to uncover the
relationship between CSR initiatives and the construction of a positive brand image
in the Indian market.

• In the dynamic and culturally rich landscape of India, the intersection of business,
society, and sustainability has gained unparalleled significance. CSR has emerged
not merely as a legal obligation but as a strategic imperative for businesses seeking
to have strong connections with consumers.
 INTRODUCTION

• Today Indian companies are facing competition from multinationals who are offering
identical services in their own backyard. One of the way through which Indian
companies can face this competition is just by widening the CSR activities of their
firms. Thus there is a significant rise in the need of CSR performances in India.

• Companies like Tata Steel, ITC and Mahindra & Mahindra are taking various steps to
build their brand image, keeping in mind social responsibility of company.

• This study suggests that companies should build their brand image through socially
responsible efforts because the long term benefits are higher than risks and costs of
CSR.
 REVIEW OF LITERATURE

• The concept of CSR as a volunteer work of the company was first stated in his book
‘Corporate Social Responsibilities’ by Clarence C Walton in 1967 where he put
forth an idea of social obligation of the company. The concept of CSR became
popular in the 1990s.

• The modern discussion of social responsibility got a major impetus with the book
"Social Responsibilities of the Businessman" by Howard R. Bowen. He suggested
that business should consider the social implications of their decisions.

• In a study conducted by Saunders (2006), it was found that the percentage of

consumers who are more likely to recommend a brand that supports a good cause
over the one that does not is 52%. Meanwhile 55% of consumers contend that in a
recession they will buy from brands that support good causes even if they are not
necessarily the cheapest.
 REVIEW OF LITERATURE

• Lai, Griffin & Babub (2009) have stated- “A positive brand image helps to increase
numerous outcomes such as customer’s contentment, service superiority, loyalty.”

• By investing in corporate social responsibility, corporations can secure competitive

advantages, financial benefits (Luo and Bhattacharya, 2006), build brand awareness
( Hoeffler and Keller, 2002) and create brand legitimacy (Luo and Bhattacharya,
2006;), which can in turn strengthen the relationship of stakeholders with the
corporate brand.
 RESEARCH GAP

• CSR practices and their impact on brand building may vary across different
industries. A research gap could exist in understanding how CSR initiatives
influence brand perception differently in sectors such as technology, manufacturing,
or services in the Indian market.

• Many studies may have concentrated on large corporations, leaving a gap in

understanding how CSR activities influence brand building for small and medium-
sized enterprises in India. Investigating the challenges and opportunities faced by
SMEs in integrating CSR into their brand strategy can be an area of interest.

• Investigating how CSR initiatives affect employee engagement, satisfaction, and

perception of the employer brand in the Indian context is another potential research
gap.
 RESEARCH GAP

• Identifying and analyzing the challenges and barriers faced by Indian companies in
effectively integrating CSR into their brand-building strategies could be an area of
research. This could provide insights into overcoming obstacles and optimizing
CSR impact.

• Research could explore how Indian CSR practices and their impact on brand
building compare with global standards and practices. This could provide a broader
perspective on the effectiveness of CSR in the Indian context.
 RESEARCH OBJECTIVES

• To analyze the current landscape of CSR practices among Indian businesses.

• To assess the impact of CSR initiatives on brand equity and consumer perceptions
in the Indian market.

• To identify the key elements of successful CSR-driven brand building strategies.

• To understand the role of authenticity and transparency in enhancing the

effectiveness of CSR for brand image.

• To provide actionable insights for businesses seeking to integrate CSR into their
brand building strategies in India.
 RESEARCH QUESTIONS

• How do CSR initiatives contribute to brand equity in the Indian business

environment?

• What are the key drivers that influence consumer perceptions of brands engaged in
CSR activities in India?

• How does the authenticity of CSR initiatives impact brand trust and loyalty?

• What are the specific challenges and opportunities faced by Indian businesses in
implementing CSR-driven brand building strategies?

• How can businesses effectively communicate their CSR efforts to build a positive
brand image among Indian consumers?
PROPOSED RESEARCH METHODOLOGY
• Nature of Study : Exploratory and Descriptive in nature

• Method of data collection : The research will employ a mixed-methods

approach. Qualitative data will be collected through magazines , websites,
journals while quantitative data will be gathered through surveys distributed
to a diverse sample of Indian consumers.

• Sampling method : A stratified random sampling method will be employed

to ensure adequate representation from different demographic groups and
regions.

• Statistical methods : Data analysis will involve both descriptive statistics

and inferential statistics. Descriptive statistics will be used to summarize key
variables, while inferential statistics such as regression analysis will be
employed to identify significant relationships between CSR activities and
brand perceptions.
THANKYOU