Abrandcadabra - successful brands magically transforming our world.

Omar, Maktoba

Abstract

It is well documented that marketing can do magical things for brands (Hall, 2014). It surges market share, swells shareholder profit, escalates brand value scores, increases awareness levels and deepens affinity rates. But it is also worth considering what the effects on the brand are when it truly does magic, such as changing, helping and nurturing life and building community. In an age when consumers and marketers have ever increasing empathies with corporate social responsibility (CSR) (Sampson and Obinna 2014) then it is important to understand what foundations need to be in place for brands to positively change the world around them (Yumurtacı, 2014). In a time when business world goodness appears thin on the ground (Yan, 2011) this paper presents a case that by simply doing good, brands can do better – better broadly for society but also the culture and wellbeing of all organisational stakeholders.

Citation

Omar, M. (2015, July). Abrandcadabra - successful brands magically transforming our world. Paper presented at The magic in marketing - Academy of Marketing Annual Conference

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: The magic in marketing - Academy of Marketing Annual Conference
• Start Date: Jul 7, 2015
• End Date: Jul 9, 2015
• Publication Date: 2015
• Deposit Date: Jun 8, 2015
• Publicly Available Date: Dec 31, 2015
• Peer Reviewed: Not Peer Reviewed
• Keywords: Brand; marketing; brand value; corporate social responsibility; simply doing good
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/8591