Let it flow! Understanding the impact of equity transfer on brand and corporate positioning

David Pring and Curt Stenger
Ipsos Marketing, United States

Trent Ross
Ipsos Public Affairs, United States

Angela Lovejoy
Global Knowledge & Insights, The Coca-Cola Company, United States

Omar Rodriguez
Marketing Capabilities, The Coca-Cola Company, United States

DEFINING THE VALUE AND EQUITY AGENDA

There are few topics currently more salient in the business world than corporate social responsibility (CSR), one that featured prominently at this year's World Economic Forum in Davos, Switzerland. However, doing the right thing for the benefit of society is not as simple as it may appear. “The biggest contribution that companies make to society is by being a good company, serving customers and creating value”, stated Peter Sands, the Chief Executive Officer of Standard Chartered Bank (Maidment, 2008).