THE IMPORTANCE OF SOCIAL RESPONSIBILITY IN LEVERAGING THE CORPORATE BRAND

Abstract

In the current market, concern about social and environmental issues has increased more and more, so that many companies have not only valued profit, but also sustainability and the social environment. Thus, many of these companies have used social responsibility actions, embracing a cause and differentiating themselves in the business market. In this sense, this study has as general objective to reflect on the importance of corporate social responsibility in the leverage of corporate brands. This objective is completed by addressing the following points: conceptualization of corporate social responsibility; presentation of the construction of a brand; and demonstration of social responsibility actions in internal and external contexts to companies. For the elaboration of this study, we used the bibliographic research methodology, which was based on scientific studies from the following databases present on the Web: Google Scholar, SciELO and Scopus. Finally, it is concluded that corporate social responsibility has a great leverage power of corporate brands, demonstrating that the company that makes use of this medium correctly, actually embracing the cause, will be able to obtain a greater prominence in the market, obtaining good financial returns.