THE ROLE OF CORPORATE PHILANTHROPY IN BRAND REPUTATION

Abstract

Corporate philanthropy has evolved from being a purely charitable endeavor to a strategic tool that can shape brand reputation. This paper explores the critical role that corporate philanthropy plays in building and maintaining brand reputation in the modern business environment. It highlights the growing consumer demand for socially responsible companies and the ways in which philanthropic activities influence brand perceptions, customer loyalty, and stakeholder engagement. Drawing from a wide range of case studies and academic research, the paper demonstrates that effective corporate philanthropy can lead to improved brand reputation, increased customer trust, and long-term business success. However, it also examines the potential risks of misalignment between philanthropic initiatives and corporate values, emphasizing the need for authenticity and strategic integration in philanthropic efforts. The findings underscore that, when executed thoughtfully, corporate philanthropy not only benefits society but also significantly enhances brand equity.