Study On The Brand Construction Based On Corporate Social Responsibility

Corporate Social Responsibility is a hot question discussed in areas of economics, management, law, sociology, philosophy and many other disciplines. With economic globalization developing and the social value of human-centered perception strengthened, enterprises' social responsibility required by international society is changing into concrete action from an appeal, and it is an irresistible trend for enterprises to assume social responsibility, drawing the broad attention from all sides of society. In contrast to western corporations who actively advocate enterprises' social responsibility, China's enterprises do not take their social responsibility on the basis of voluntary. This paper focuses on pushing enterprises to assume social responsibility from the perspective of brand construction.As a hot argument in theoretical research, the implication of enterprises' brand is more and more emphasized in competition. Good reputation can strengthen consumers' loyalty, and give enterprises higher return. Therefore, how to enhance the brand image of enterprises has become the focus of extensive attention. There are a lot of factors that influences an enterprise's brand. The paper studies the impact of enterprises' social responsibility on enterprise's brand. An enterprise's social responsibility not only is conducive to lift of social economic welfare, but brings about considerable benefit to the enterprise itself. The enhancement of brand image is one of the main effects of the social responsibility to an enterprise.On this premise, the thesis places emphasis on studying the method of brand construction based on the social responsibility of enterprises. We categorize an enterprise's brand into corporate brand, product brand, employee brand etc. And then the paper examines the method of brand construction based on social responsibility of enterprises in terms of responsibilities for environment, consumers, and employers etc. This thesis regards community responsibility as one of responsibilities for environment in a broad sense, and emphatically analyzes employees' responsibility.