Corporate Social Responsibility (CSR)’s Impact On Brand Equity

As the competition in pharmaceutical industry is quite fierce, it is more and more difficult for companies to stand out, especially in recession. In this case, the companies endeavour to establish an innovative strategy to promote the business. It is well known that brand is the intangible asset which can effectively differentiate the company from its competitors. Therefore, nowadays, building a strong brand is crucial. Since CSR is becoming the mainstream in today’s commercial world, under this condition, investigating how CSR influences the brand equity is considerably significant.In this research, the author has attempted to find out the impact of CSR on brand equity of China National Pharmaceutical Group Corporation by the case of its Lanzhou Company. Following an inductive approach, the author adopted case study and survey as the research strategy. Meanwhile, questionnaires were designed and sent out to investigate the staff’ perception on the theme. Based on Aaker’ Brand Equity Ten principles, the collected data was analysed to draw the conclusion.It is proved with strong evidences that by leveraging CSR, China National Pharmaceutical Group Corporation can enhance brand equity. More specifically, the CSR has positive impact on brand loyalty, perceived quality, organisation association and brand awareness. Therefore, the findings provide a new method to create the brand equity for pharmaceutical companies in practice, and also add evidences to the research in CSR-based brand management in the world of academia.