Brands, Branding and Corporal Social Responsibility

This seminar will examine the relationships between brands and corporate social responsibility.

First, it will show how trade mark law provides a legal anchor for the marketing concept of the brand and explain the relationship between trade marks and brands.

Secondly, it will consider the impact that the brand as a marketing resource has had on the development of business actors in terms of their structures and on the balance of power within the value chains in which they operate.

Thirdly, it will consider how far brands provide an accountability mechanism that gives the business actors behind them an incentive to be more socially responsible and to enforce these standards in their supply chains.

Finally, it will draw some conclusions on the overall impact of brands on business actors in terms of corporate social responsibility.

The Liberty Building is number 16 on the campus map.