There is a growing expectation that brands should have a purpose beyond merely profit. A corporate social responsibility (CSR) strategy is one way that corporates can make a positive change in the communities in which they operate while at the same time growing the company’s brand reputation. 

A good brand strategy carefully intertwines a well-executed CSR strategy, says Beatrice Scharneck, district HR manager for Bureau Veritas Southern Africa, a testing, inspection and certification company which recently completed a month-long campaign around social justice, education and socioeconomic upliftment in the regions in which its employees live and work.

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