Question

Topic: Branding

Social Responsibility (university Work)

Posted by Anonymous on 11/23/2007 at 12:32 PM ET 250 Points
I'm making research for a n university work. It's a worrk os marketong and branding. Social Responsibility is the title of my work. I need some case studies about socialresponsibility. I can aford the premium membership because I'm a student. I woukd thenk anyone who help me.
Best wishes to all marketing professionals around the world.
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RESPONSES

  • Posted on 11/23/2007 at 1:27 PM Accepted
    I'd be happy to help you, but I'm not sure how Social Responsibility comes into the Marketing and Branding world. Of course, I'm not suggesting that marketers should be irresponsible when it comes to what they do, but to research the ways marketers demonstrate social responsibility seems to me like a bit of a stretch.
  • Posted on 11/23/2007 at 4:49 PM Accepted
    I strongly believe social responsiblity help convey brand postioning. Really, how well responsive, an organisation is to ethics, so will he be to satisfying consumer needs. SR can tell consumers what you stand for as a brand. SR is a PR agent to build, maintain and nourish relationship with its publics.
  • Posted by Harry Hallman on 11/24/2007 at 8:01 AM Accepted
    You can have social responsible products and services and/or you can have a social responsible attitude. Since we are in the marketing business, we had to apply the latter (:-).

    What we have done for a number of years is to use our marketing abilities to help local charities. The one we choose is the Atlanta Community Food Bank. In the past, we held large events and collected both food and toys. One year we were able to collect over 6,000 pounds of food and 925 toys from this one event.

    This year we created a web site "Hunger in Georgia" (www.hungeringeorgia.com) and a campaign to help spread the word about the problems with hunger.

    The site provides a base of information and a couple of tools for spreading the word. We also had a tee shirt company donate 500 tees with the slogan Spread the Word ~ Help the Hungry and or URL printed on it. A number of retailers and colleges will be distributing the tees in the hopes we can get people to wear them in public and thus spread the word about the URL. Of course, the holiday season is the perfect time to launch but the campaign is an ongoing program.

    I hope this was a help in stating case. If you want more info my email is in my profile.

    Spread the Word ~ Help the Hungry www.hungeringeorgia.com

    Harry Hallman
  • Posted on 11/26/2007 at 11:30 AM Author
    Thanks to everyone who aswered me, but I will be a little more specific now.

    I'm a a Marketing, Advertising and Public Relations student in Lisbon, Portugal. I'm finishing the last work to finish university.
    The work is divided in 3. Internal Comunication; Advertising and Public Relations; and Marketing and Brands.
    The company that we are studing is a TV soap opera for teenagers (Morancom com Açucar, Strawberrys with Sugar), and my theme is Social Responsibility.
    The iniciatives thar I am elaborating are just simulations, but I'm having serious dificulties to explore the Marketing and brands side. I don't know what to do. I just come up with an idea os making a credit card in cooperation with a bank and the soap opera. A credit card for teenagrs that provides discount in concerts and other stuffs. Using that card, people can donate funds to a non profitable organisations. Associations linked to teenagers or ambiental problems.
    I'm also studing ideas relationed to environment, alcohol, safe sex, sports, health and tabaccoism.

    What do you thing?
    What points shoud I focus on?

    Thank you and Best Wishes
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