优秀品牌公民的社会责任初探

Social Responsibility of Outstanding Brand-Citizen

从企业公民到品牌公民的范式性转变,得益于品牌内涵的宽泛性。本文从品牌公民的宽广角度来审视品牌社会责任,探析品牌社会责任的具体要素,重申盈利是品牌公民的首要责任,并尝试梳理品牌公民错综复杂的利益攸关方。

The paradigm shift from corporate citizen to Brand-Citizen attributes to the broadness of the Brand. This paper aims to observe the social responsibility of Brand from the angle of brand-citizen , analyze the specific elements of social responsibility of Brand, and emphasize that profit is the chief responsibility of brand-citizen ,besides that, it is trying to the compicated relationship of the profit of brand-citizen.