If corporate social responsibility is understood to be core competencies, which strengthen
intangible and temporarily inimitable assets such as integrity, credibility, reputation, and
human or social capital, it enables companies to create innovation, develop new markets,
clearly differentiate themselves from competitors, or influence the competitive environment
to their benefit […] when it becomes an integral element of a company’s strategy […]. In
this light, CSR must be viewed from the perspective of successful brands.