Corporate Social Responsibility and Branding Concepts

These flashcards focus on key vocabulary terms and concepts from the lecture notes on Corporate Social Responsibility and branding.

Issue Priority Map

A tool used to rank and prioritize CSR issues based on their importance to stakeholders and impact on business success.

Corporate Social Responsibility (CSR)

Involves ethical practices, community engagement, and environmental sustainability, building trust with stakeholders and enhancing brand reputation.

Four Broad Areas of CSR

Workplace, Marketplace, Environment, Community.

Stakeholders

Groups including customers, employees, investors, suppliers, communities, governments, and NGOs, whose interests should be considered in CSR.

Awareness

The extent of consumers' knowledge about a brand or its CSR efforts.

Belief

The trust and faith consumers have in a brand's intentions and values.

Brand Equity

The value a brand adds to a product or service.

Brand Personality

The human traits associated with a brand, such as adventurous or sophisticated.

Brand Extension

Using an existing brand name to launch new products in related or different categories.

Individual Branding

Creating separate brand identities for different products.

Positioning

The place a brand occupies in a customer’s mind.

Points of Clarity

Clear and understandable messaging that reinforces a brand's promise.

Perceptual Positioning

Visual tools used to compare brand perceptions relative to competitors on key attributes.

Segmentation

Dividing the market into groups based on needs, behaviors, or characteristics.

Targeting Strategies

Approaches to marketing, categorized as Undifferentiated, Differentiated, Concentrated, or Micromarketing.