19747047-Communicating-Social-Values-Improves-Brand

19747047-Communicating-Social-Values-Improves-Brand -...

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Executive Summary © 2009 Demand Metric Research Corporation Communicating Social Values Improves Brand Fortune 500 companies have recognized significant benefits by successfully promoting civic virtues such as Sustainability, Community, Sponsorship, Charity, and Environment. Although benefits like improved brand integrity are intangible, they can have a significant impact on a company's long-term success. Increase brand value by developing a communication plan for the organization's social values. What is Social Value Messaging? Social Value Messaging demonstrates alignment of corporate goals with those of the organizations key stakeholders such as customers, employees, and partners. Social Value Messaging programs are not sunk costs, but rather, should be viewed as investments in corporate health. Following are categories of Social Value Programs: Sustainability Community Sponsorship Charity Environment Examples of Social Value Messaging programs are abundant. On January 18, 2006, Frito-Lay's brand, SunChips, partnered with the Susan G. Komen Breast Cancer
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