Business expansion to developed markets : socially responsible international branding

Abstract

Article focuses on branding issues in economically different countries and argues that responsible branding is one of the most reliable ways to create long-lasting performances in developed markets. Corporate social responsibility, which is integral part of many western companies, adds extra value to the product and its brand; meanwhile business from emerging countries is less socially and environmentally responsible and imitation of such activities creates diffusion in communication process. The theoretical value of the study lies in the synthesis of fragmented knowledge about responsible branding by using bottom-up approach, which involves highly conscious customers and companies of narrow responsibility. From the practical standpoint the paper provides understanding about the influence of responsible branding on the international business that originated from emerging countries.