BUILDING BRAND RESONANCE & REPUTATION WITH CSV

Penulis :

Assoc. Prof. Dr. Masmira Kurniawati, CIPE., QCRO., DSBIZ.
Prof. Dr. Gancar Candra Premananto, CDM., QCRO., AIBIZ.
Assoc. Prof. Dr. Norizah Mustamil
Assoc. Prof. Dr. Amera Sibghatullah
Tri Rahardjo, MM., CPR., CDM.

ISBN : –

Jumlah Hlm : viii + 152
Ukuran : 15 x23 Unesco
Kertas : Bookpaper
Tahun Terbit : 2025
Editor : –

SINOPSIS

“Building Brand Resonance & Reputation with CSV” explores how modern businesses can move beyond traditional corporate social responsibility (CSR) toward creating shared value (CSV) as a strategic approach to sustainable growth and brand development. The book examines the ethical foundations of business sustainability, the integration of CSR and the Sustainable Development Goals (SDGs) for risk mitigation, and the transition from philanthropy to purpose-driven innovation. It also highlights how CSV initiatives enhance brand equity through deeper consumer connection—known as brand resonance—and provides practical tools to measure social and financial impact using the Social Return on Investment (SROI) framework. Through real-world examples and case studies, this book serves as a comprehensive guide for organizations aiming to build strong reputations, foster stakeholder trust, and achieve meaningful societal impact while maintaining profitability.

Daftar Isi
Preface ……………………………………………………………………………………………….. v
Table of Content ……………………………………………………………………………..vii
Chapter 1. Business Ethics and Business Sustainability ………. 1
A. The Foundations of Ethical Business Practices …………. 1
B. The Role of Ethics in Long-Term Corporate Growth… 7
C. Sustainable Business Models in the Modern
Economy ……………………………………………………………………………. 13
D. Balancing Profitability, People, and Planet ………………. 20
Chapter 2. The Importance of CSR and SDGs for Risk
Mitigation ……………………………………………………………………………………….. 25
A. Understanding Corporate Social Responsibility
(CSR) …………………………………………………………………………………… 25
B. The Sustainable Development Goals (SDGs)
Framework ……………………………………………………………………….. 28
C. CSR as a Strategic Tool for Risk Management …………. 33
D. Linking SDGs to Corporate Governance and
Reputation ………………………………………………………………………… 41
Chapter 3. From CSR to CSV: Creating Shared Value ………….. 45
A. The Limitations of Traditional CSR ……………………………. 45
B. Porter & Kramer’s Concept of Shared Value ……………. 51
C. The Shift from Philanthropy to Strategic Value
Creation ……………………………………………………………………………… 54
D. Integrating CSV into Core Business Strategy …………… 59
Chapter 4. Building CSV: Frameworks and Implementation
Strategies ………………………………………………………………………………………… 63
A. Identifying Opportunities for Shared Value
Creation ……………………………………………………………………………… 63
B. Designing CSV Initiatives within the Value Chain ….. 68
C. Collaboration with Stakeholders and Communities. 72
D. Overcoming Challenges in Implementing CSV ………… 76
Chapter 5. Understanding Brand Equity: The Concept of
Brand Resonance ………………………………………………………………………….. 81
A. Dimensions of Brand Equity ………………………………………… 81
B. Keller’s Brand Resonance Pyramid ……………………………. 86
C. Building Emotional and Psychological Brand
Connections………………………………………………………………………. 91
D. CSV as a Driver of Brand Loyalty and Advocacy …….. 95
Chapter 6. Measuring Effectiveness with SROI (Social Return
on Investment) ……………………………………………………………………………… 99
A. The Importance of Measuring Social Impact …………… 99
B. SROI Framework and Methodology ………………………….103
C. Quantifying the Social and Environmental Value ….107
D. Using SROI to Strengthen Brand Reputation and
Stakeholder Trust ………………………………………………………….111
Chapter 7. Global and Local Case Studies: CSV and SROI in
Action ……………………………………………………………………………………………..119
A. Global Best Practices in Shared Value Creation……..119
B. Case Studies from Leading Multinational
Corporations ……………………………………………………………………123
C. Successful CSV Implementations in Emerging
Markets …………………………………………………………………………….130
D. Lessons Learned and Future Implications for Brand
Resonance ………………………………………………………………………..138
Reference……………………………………………………………………………………….142
About The Author………………………………………………………………………..146