Corporate Brand as Social Contract
Rubin, James R.
Corporate Brand as Social Contract
BC-0244 | Published November 19, 2012 | 6 pages Technical Note
Collection: Darden School of Business
Product Details
This technical note is used at Darden in the Business Communications course and would also work well in Organizational Behavior courses. The role of branding at the corporate level, distinct from product marketing, has evolved to serve as an expression of corporate values. This note surveys current thinking about the ways corporations consider the alignment of brand with the business model and corporate social responsibility (CSR).
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