Proceedings of the International Association for Business and Society

Volume 17, 2006

Proceedings of the Seventeenth Annual Meeting

Brand Building and Public-Private Collaborations
A Strategic Corporate Social Responsibility Framework

As brands have emerged as key organizational assets and primary capital, branding has become the essence of many businesses. Companies and their brands are evermore expected to behave in a responsible way towards society. This article develops a model that allows companies that are interested in brand building towards social values to identify which kinds of public services are better for them to associate with in order to develop a socially responsible strategy.