Abstract:

Increasingly companies have to balance their corporate social responsibility initiatives with both the value to society and to their business. What agendas to pursue, whether at the corporate or brand level and the triggers which have net impact on brand equity and ultimately the value equation is challenging to measure. Ipsos, working with The Coca-Cola Company developed a program and model to evaluate brand equity flow between brands and the corporate parent that is enabling a win-win for both Coca-Cola and society.