A local brand for local people

Christiansen, Niels
September 2006
Brand Strategy;Sep2006, Issue 205, p11
Trade Publication
The author reflects on corporate social responsibility (CSR). He stated that a survey by the Account-Ability and the National Consumer Council in Great Britain revealed that the most important factor in rating CSR is the quality of a company's products. A consumer good company's fundamental responsibility is said to be that of honoring the basic contract. The author said that employee word-of-mouth contribute to building the brand.


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