Impact of CSR Practices on Brand Management: Nestle's Approach

This dissertation investigates the association between Corporate Social Responsibility (CSR) practices and brand management, focusing on Nestle as a case study. The introduction highlights the growing importance of CSR in the global economy and its impact on brand image and customer values. The literature review explores the concepts of CSR and brand management, including stakeholder engagement, lifecycle assessment, and branding techniques. The research aims to determine the impact of CSR practices within the organization, assess the connection between CSR and brand management, and examine the concept of CSR practices and brand management. The methodology, data analysis, conclusion, and recommendations sections provide a comprehensive analysis of Nestle's CSR strategies and their effects on brand performance. References to relevant academic books and journals support the findings, offering insights into how companies can leverage CSR to enhance brand equity and customer loyalty. This comprehensive study offers valuable insights for marketing professionals and students interested in the interplay between CSR and brand management.

Dissertation
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ABSTRACT
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Contents
ABSTRACT....................................................................................................................................2
INTRODUCTION 500....................................................................................................................4
LITERATURE REVIEW 1500.......................................................................................................5
RESEARCH METHODOLOGY 1000...........................................................................................8
DATA ANALYSIS 2000................................................................................................................8
CONCLUSION 500.........................................................................................................................8
RECOMMENDATIONS 500..........................................................................................................8
REFERENCES................................................................................................................................9
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Title: To study association between CSR practices and brand management: a study on nestle
INTRODUCTION 500
Corporate social responsibility is based on the concept that attracts worldwide attention,
acquired to essential resonance in the global economy. While globalization and other
international trade that have given way to gain more opportunities. It has opened the door to
increase the complexities for countries across the global world. The empirical evidence has been
shown the customer need to the brand, which reflecting on their own values. Thus, it is an
essential for organization to identify the certain impact of CSR on the business. Nestle has
provided through its own shop blunder where how much damage can be causes because of
business ethics. In this way, CSR practices are associated with brand image which help for
maintaining the position in marketplace. Building the brand image through CSR practices,
supports at all about maintain the organizational performance. Initially, it has been started with
the value oriented philosophy as foundation block of nestle brand. Nowadays, customers are
expected to the enterprise in term of change and give better options. Branding is consider as
important marketing which may exercise which means more than just providing a name. it useful
for enterprise to distinguish themselves from other. Many users will create an emotional bond
with Nestle.
Brand management is based on the process that uses as techniques to increase the perceived
value of product line or brand over time. It is the effective way to enable the price of products,
go up and build loyalty with potential customer through positive brand associations. In order to
maintain the strong awareness of brand. he report will discuss about the association between
CSR practices and brand management. These will help for maintaining the business ethics and
handle brand management activities. Furthermore, it will discuss about the Literature review,
methodology for identifying suitable approach within current study. However, it will help for
determined the different way to identify the accurate result or outcome on the basis of discussion.
Aim: To study association between CSR practices and brand management: a study on nestle
Objective
 To examine the concept CSR practices and brand management
 To determine the impact of CSR practices in the organization.
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 To evaluate the association between CSR practices and brand management.
Research Question
 What is concept of CSE practices and brand management?
 What are impact of CSR practices in the organization?
 What are association between CSR practices and brand management?
LITERATURE REVIEW 1500
Theme: 1 concept of CSR practices and brand management
According to Abid, Abid‐Dupont and Moulins (2020) Corporate social responsibility is
based on the self-regulating business model that mainly used for providing the better social
accountable itself, stakeholders and public. By practicing the corporate social responsibilities,
organization can be conscious of impact what enterprise having on all aspects of society
including social, environmental and economic. CSR is broad concept that can take into different
forms. Sometimes, it is also depending on the enterprise. Through CSR program, enterprise can
involve benefit society while increasing the brand value in marketplace.
In additional, organizations are considered the suitable CSR practices that always support
for improving the social as well as environment of enterprise. It should include different
practices such as set measurable goals, stakeholder engagement, mapping sustainable issues,
lifecycle assessment and CSR reporting, branding. In case if organization has been setup the
measurable goals, which may difficult to find out the return on investment. So as accomplish the
CSR policy and suggests implementing some specific changes. In order to improve the employee
policies that help for decreasing turnover and also improve the recruitment process. The
desirable goal will support for minimising waste, resource that being changes and developed into
memorable ways. On the other hand, Stakeholder engagement is main CSR practice that help for
eliminating the mistakes within organization. In order to business identify the value, missions,
strategy and implementation in creation for ethical plan. It is important for organization to
establish the better relationship between different stakeholders. In this way, it may support for
maintaining the regulatory approval success process.
Lifecycle assessment is consider as important CSR practice that can be applied for
purpose of product design. At that time, it would require for consider CSR practice in ethical
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manner. Sometimes, organization can be used Cradle-to-Cradle approach exhibits the enterprise
creativity and innovation. Consequently, it can improve the bottom line and again using product
or designing.
Brand Management
According to Advantage (2020) Brand management is based on the function of marketing
that can use various techniques to increase the perceived value of product line. The effective
brand management enabled the price of item and go up or build the loyalty with potential clients.
In this way, it has been developed the association between brand image and also identifying
strong awareness of brand in global marketplace. Brand have a powerful influence on the
customer engagement, competition in marketplace. This will help for increasing the demand of
brand in marketplace. When a strong brand presence in differentiate the company’s product and
service from other competitors. In this way, it will be creating brand affinity for organizations.
Sometimes, it has been established to maintain its brand image through brand management. in
this way, it can be identified that brand management important aspects for increasing awareness,
measures , brand equity which drives initiative that support a consistent brand message, identifier
and accommodates new items.
As per Khan and Fatma (2019) brand management begin with prior knowledge of overall
business processes. Sometimes, it includes developing the promise which make it easier for
maintain current position in global world. Brand management is nothing but consider as art of
creating and sustaining brands. Afterwards, large number of potential customers are committed
towards enterprise. It can be possible when developing a strong brand image so as it become
easier for customer to differentiate the product and service from other competitors. In order to
find out the quality of service. Furthermore, brand management include both intangible as well
as tangible characteristics. In case if product brands, it may include tangible the product itself,
packaging and price. The intangible include emotional connection with customer through
different product as well as services.
Branding is based on the assemble of different marketing mix, which give unique identity. It is
nothing but capturing opinion, view point of client on behalf of brand name. This will help for
providing the better image as per experienced, huge and reliable enterprise. Brand management
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is all about capturing niche market and also creating more confidence level. The primary aim of
brand management is to convey message, create customer loyalty, trust and persuade buyers for
product. Afterwards, it has been established the emotional connection with potential client.
Furthermore, it should be increased the customer expectation all about the product and service.
Majerova and Et.al. (2020) A strong branding always reduce the perception of client
perceived social, safety risk and other monetary in buying goods and services. The potential
client can better imagine towards intangible good through brand name. in this way, it is
important for focused on the brand management to build an effective image, value among
customers. Also increasing the overall business performance and efficiency.
Theme: 2 impact of CSR practices in the organization.
Muniz, Guzmán and Crawford (2019) being socially responsible company, it can bolster
the brand image and build its brand position in marketplace. Social responsibility is that when
empower employee to leverage the corporate resources at their disposal. CSR practice may
positive way to create positive relation. It help for increasing the organization brand image
reputation. In order to motivate the staff members towards specific goal and achievement. In this
way, it has been increased the overall business revenue in marketplace. CSR practice has been
reduced the risk and also possible for improved the financial performance, contribution to market
value. It can be happened due to social responsible stakeholders.
CSR practices are helping for generate more immediate result or outcome such as
resilience to negative firm information, customer awareness and attitudes, attribution about the
organization. In order to engage with CSR initiatives. On the other hand, CSR practices can
positive way to influence the consumer attracts towards brand product and service. Sometimes,
organization use CSR practice to add specific feature such as convenience, price, quality and
other type of brand dominance. These are considered as additional features that help for
increasing the quality of particular items. So as attract more customer and increase production or
sales in global marketplace.
Theme: 3 association between CSR practices and brand management within organization.
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RESEARCH METHODOLOGY 1000
DATA ANALYSIS 2000
CONCLUSION 500
RECOMMENDATIONS 500
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REFERENCES
Book and Journals
Abid, T., Abid‐Dupont, M.A. and Moulins, J.L., 2020. What corporate social responsibility
brings to brand management? The two pathways from social responsibility to brand
commitment. Corporate Social Responsibility and Environmental Management. 27(2).
pp.925-936.
Advantage, C., 2020. Corporate Social Responsibility. CSR and Socially Responsible Investing
Strategies in Transitioning and Emerging Economies. p.65.
Khan, I. and Fatma, M., 2019. Connecting the dots between CSR and brand loyalty: the
mediating role of brand experience and brand trust. International Journal of Business
Excellence. 17(4). pp.439-455.
Majerova, J. and et.al., 2020. Sustainable Brand Management of Alimentary
Goods. Sustainability. 12(2).p.556.
Muniz, F., Guzmán, F. and Crawford, H.J., 2019. The immediate effect of corporate social
responsibility on consumer-based brand equity. Journal of Product & Brand
Management.
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