On the Approach of Corporate Brand Construction from the View of Corporate Social Responsibility

With economic development, social progress and the increasingly fierce global market competition, Social Accountability 8000 standard has entered China, and then the term "corporate social responsibility" is in the public view. It has already become an international trend that companies assume social responsibility. Therefore, it will guide companies through the implementation of appropriate corporate social responsibility to enhance their brand influence if we can make a research on the specific impact of corporate social responsibility on corporate brand construction. Corporate social responsibility is one hot topic that has been studied since the 20th century by many subjects such as economics, management science, law, sociology, philosophy and so on. Meanwhile, the social responsibility requirement form international community has turned into a concrete action from a call. It has become an irresistible international trend that companies shall undertake their social responsibilities, which is extensively concerned in the various circles of society. However, being different with western companies that actively promote the corporate social responsibility, Chinese companies always undertake it without voluntary. As a hot topic of theoretical research, the corporate brand, its effect in the social competition is drawing more and more attention. Therefore, this paper makes a research on the impact of corporate social responsibility on corporate brand and its entry point is how to promote the company to assume social responsibility. Meanwhile, the research priority of this paper is the approach of brand construction which is based on corporate social responsibility.