Analysis of values and communication of the Responsible Brands. Corporate Brand strategies for sustainability

ABSTRACT : New social demands require responsible behavior of companies. This phenomenon, which has coincided with the development of social responsibility, has a direct impact on the corporate brand and values, including the vision and mission associated with the brand. Using a sample of 10 companies, this study is based on a qualitative analysis study of identity issues related to responsibility and sustainability which are part of the corporate communication message. The results show that brands develop similar discourses in order to exhibit the identity. Only afew of these companies define their strategic positioning on ethical issues.