BRAND MANAGEMENT PRO-SOCIAL ACTIVITIES AS AN EFFECTIVE ELEMENT OF IMAGE STRATEGY

Abstract

The aim of the article is to research effectiveness of pro-social actions in building of brand image and if it really might be effective determinant of marketing actions – which has an influence on the consumers choices. For the needs of publication chosen aspects of pro-social actions used in the strategies of Nivea and Rossmann drugstores were researched. In addition, analyzes of pro-social actions during pandemic was done. It was proved that companies which took a part in relief efforts during crisis were appreciated by the consumer what helps to create value of their brands. The most important question seems to be not “Whether to invest in CSR?” but “How to invest?”. This subject will become subject of numerous researches and analyzes in the future.