The business of business is societal responsibility: A case study of drivers and goals of FMCGs’ corporate brand endorsement

Abstract: Within brand research there is a debate regarding if multinational companies will benefit most from emphasizing their product brand or their corporate brands. The past decade has also brought increased market awareness of sustainability. Against this background it is interesting that major FMCGs have recently engaged in corporate brand endorsement. The aim of this paper is to contribute to this debate by answering the research question of why FMCGs recently have engaged in corporate brand endorsement. This is done by exploring the various drivers and goals for FMCGs adopting corporate brand endorsement and how this relates to sustainability demands from stakeholders. A multiple case study was built through observations and in-depth interviews with brand managers from three market leading global FMCGs. The results reveal internal drivers related to change of leadership and restructuring of core business that result in an emphasis on sustainability. External drivers include increasing pressure from consumers and potential employees regarding sustainability and business purpose. Goals revolve around communication and building the corporate brand towards consumers and communicate sustainability, thus reaching reassurance.