At its best, branding includes getting consumers to feel good about who you are as a company.
One way big-name corporations seek to garner consumer goodwill is by linking their brand to a philanthropic cause. Consider these companies:
Home Depot promotes volunteerism and supports community projects such as refurbishing playgrounds and community centers
Wal-Mart supports numerous community programs, from literacy councils to youth causes. Wal-Mart has a core value of giving back to the community
Lee Jeans promotes Lee National Denim Day, which is the largest single-day fundraiser for breast cancer research, education, screening, and treatment
ConAgra Foods has embraced the cause of combating child hunger. They have started after-school caf?s which serve hot meals to kids who don?t have them at home
Each of these companies has taken on a cause and has incorporated it in their websites, their advertising, and their corporate identity. Why do you suppose these large companies link themselves to a cause? Their motivation goes beyond pure philanthropy. Consider these facts from the Cone Corporate Citizenship Study:
86 percent of respondents said they would be more likely to switch from one brand to another if the brand is associated with a cause (same price/quality)
8 in 10 Americans say that corporate support of causes wins their trust in that company
86 percent say that they want companies to talk about their cause-related efforts
88 percent of employees who are aware of cause-related programs feel ?a strong sense of loyalty? to their employers
Two-thirds (130 million people) said they are more likely to trust businesses that are aligned with social issues
In a world where it is increasingly difficult to stand out from the crowd, these companies realize that good deeds can also be good business.
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