Abstract

This chapter looks at the evolution of CorporateSocial responsibility in the Indian context and explores the conceptualization of Brand Valuation in an attempt to correlate the two. The chapter looks at the pre and post-mandate era of CorporateSocial responsibility as practiced in India and identifies how and why the regulator’s outlook changed over time. The chapter deduces the implications of CorporateSocial responsibility for brands and branding as a managerial process and what constitutes Responsible brands. It looks at some of the major Brand Valuation methodologies prevalent and identifies the gaps therein; specifically how the aspect of CorporateSocial responsibility which intuitively looks relevant to branding has largely remained untouched. The chapter presents the case for including Social responsibility as an antecedent for Brand Valuation.