DISCUSSION
Having a pro-social agenda means having a powerful marketing tool
that can build and shape a company’s reputational status, make a
differentiation in the market and give a company a competitive edge.
In today’s business environment, firms that last are those which
manage their key relationships well and focus on their reputations.
Differentiating your company/brand through the image of care and
compassion to society is a strategy that can be highly rewarded.
However, only a consistent, believable contribution to a cause (or nonprofit
organisation) can build brand image and brand equity. For that,
corporate philanthropy needs to be strategic.