Designing a positive image: corporate branding and Social responsibility

Mary Jo Hatch; Philip H. Mirvis

doi:10.1108/S1475-9152(2010)0000003007

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Advances in Appreciative Inquiry

ISSN: 1475-9152
Series editor(s): Professor David Cooperrider, Professor Michel Avital

Subject Area: Organization Studies

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Designing a positive image: corporate branding and Social responsibility

Document Information:
Title:	Designing a positive image: corporate branding and Social responsibility
Author(s):	Mary Jo Hatch, Philip H. Mirvis
Volume:	3 Editor(s): Tojo Thatchenkery, David L. Cooperrider, Michel Avital ISBN: 978-0-85724-369-0 eISBN: 978-0-85724-370-6
Citation:	Mary Jo Hatch, Philip H. Mirvis (2010), Designing a positive image: corporate branding and Social responsibility, in Tojo Thatchenkery, David L. Cooperrider, Michel Avital (ed.) Positive Design and Appreciative Construction: From Sustainable Development to Sustainable Value (Advances in Appreciative Inquiry, Volume 3), Emerald Group Publishing Limited, pp.35-55
DOI:	10.1108/S1475-9152(2010)0000003007 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	Corporate branding has broadened its reach to include delivering the brand's promise to the full range of organizational stakeholders both inside and outside the firm. In turn, new approaches to corporate social responsibility (CSR), involving employee, community, and stakeholder engagement, dovetail neatly with this idea of enterprise branding. This chapter will look, first, at the connections between corporate branding and CSR, and then at how design thinking and processes can be applied to join the two. Next it examines, from our firsthand experience, how several global companies linked the two to (1) rebrand their relationship to society or (2) repurpose their CSR efforts. All the firms have taken what seem to be serious brand-driven moves to create sustainable value for their businesses and society. The chapter concludes with a look at how corporate branding and CSR can be applied to organization design, product innovation, and the transformation of an organization.