Benevolent Brands and the Path to Maximising Profits

Sam Oommen Thomas

This paper argues from an Indian perspective that profit margins are negatively impacted by social responsibility, which is regarded as a business cost.

Benevolent Brands and the Path to Maximising Profits

Sam Oommen ThomasBrand Algorithms & Solutions

Brand: A consumer expectation of the gratification of a functional, social or emotional need; the consumer having arrived at this expectation through experience or evangelism.

Read more essays on CSR in India and related case studies on the Brands and Sustainability in India page

The success of a brand rests on its ability to propagate itself in the target market, at a rate greater than the growth of the need it addresses or at the expense of its competitors, and the measures of...

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