Name:________________________

Marketing
Cause Branding and Its Impact on Corporate Reputation
What must a brand do to find success and growth in todays marketplace?

Define Cause Branding (pg. 1)

In__________, _______________ ______________was the first company to

implement a cause marketing strategy.
What cause did they partner with?
How did this one time effort impact the American Express brand?

PNC Financial Services partnered with _______________________________,

____________________________, and _____________________________.
Lee Jeans partnered with _________________________________ and Volkswagen of
America works with __________________.

Define the following:

Cause Marketing:

Cause Branding:

Corporate Social Responsibility:

How is Cause Marketing different from Cause Branding?

Corporate social responsibility can be very similar to cause branding. However, a true
cause branding program is about _____ ______________. While CSR can work to
establish a brand as a ______ ___________ __________, cause branding forges a
true emotional connection between a ________ and its _____________ to support a
cause that reflects the brands ________ ____________ and the __________ of
customers and consumers.
What are some other actions a company may take to improve their Corporate
Social Responsibility (CSR) image?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
What are the FOUR communication challenges that are preventing companies from
clearly communicating their brands value proposition to target markets?
1. ________________________________________________________
2. ________________________________________________________
3. ________________________________________________________

4. ________________________________________________________
How is the image of a slow moving, bureaucratic and corrupt corporate government
providing an opportunity for American corporations to build a positive corporate, brand
and CSR image?

Corporations can positively impact the consumers perceived reputation of a company

and brand by responding with aid and donations to natural disasters such as hurricanes,
earthquakes and floods. What is the potential impact on the publics perception of the
corporation who utilizes a focused cause branding strategy and provides assistance to
the public in times of distress?

The objective of a successful cause branding effort is to affect real change to improve
our community/society. It has three partners:
1. _____________________________________
2. _____________________________________
3. _____________________________________
The common thread is the cause and/or issue must be relevant to four key audiences:
1.
2.
3.
4.

Provide three examples of a cause that a company could create a connection with the
consumer. Make sure the cause can relate to the companys product and corporate
identity.
1. ___________________________________________________________
2. ___________________________________________________________
3. ___________________________________________________________
By leveraging media channels to raise awareness of a cause branding program a brand
can activate the coveted __________________ endorsement. A true branding program
is __________ in scope and executed across all __________ ____________ possible
by both the ________ and __________ partner. These include:

The 2005 PRWeek/Barkley Evergreen Cause Survey of corporate marketers and

nonprofit professionals identified the following cause branding benefits:
1. __________________________________________________________
2. __________________________________________________________
3. __________________________________________________________
When asked why it is important to participate in a cause branding partnership,
respondents indicated:
1. __________________________________________________________
2. __________________________________________________________
3. __________________________________________________________
4. __________________________________________________________