Benevolent Brands and the Path to Maximising Profits
Sam Oommen Thomas
Brand 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.
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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 this success are market-share and profitability. Under these conditions, the response to the proposition "Can brands maximise profits and be a force for social good?" has to be "No", today.