AN ETHICAL MARKETING PERSPECTIVE: CORPORATE SOCIAL RESPONSIBILITES FOR STRENGTHENING CORPORATE BRAND MANAGEMENT (STUDY CASE IN FAST MOVING CONSUMER GOODS
In this 21st century perspective of marketing strategy for strengthening brand management are very important in business. Using principal of business ethic focusing ini ethical marketing will help stong brand in consumer mind. Ethical marketing activities are shown in Corporate Social Responsibilites affect Brand Strengthening. In recent years the surrounding world has had an increased interest, focus and demand for responsibility and sustainability. Therefore, A corporation's formulation of its ideal identity should reflect how the firm wants to deal with the social and environmental aspects of its business. This first step is the most difficult one because a firm's management has to adapt the definition of the desired identity to the ideal identity, whereas management is predisposed to strive for their conception of the desired identity. For instance, the desired identity may be that management wants to develop an excellent sustainable business, whereas the consumer does not reward the efforts that are made in this respect. The reflection on the ideal identity with respect to CSR should lead to a choice for one or more of the following CSR strategies: reputation management, building a virtuous corporate brand, and ethical product differentiation. As the result, the brand will win the consumer mind according to the marketing research from well known market research companies in Indonesia.