CORPORATE SOCIAL RESPONSIBILITY AS A MEANS OF INCREASING THE ADDED VALUE ARISING FROM THE BRAND
Keywords:
Corporate Social Responsibility, CSR, German, brand, added valueAbstract
This paper emphasizes the case of the German brand Global Notes, that aims to increase the added value arising from the brand using corporate social responsibility activities. Global Notes is a division of AMC AG and one of the world's leading manufacturers of stationery and sticky notes. In 2019, AMC AG (Global Notes) together ith “terre des hommes” implementеd a project that aimed to fund children in need in the form of a donation. The name of the project is: the world's largest self-adhesive drawing. With it, the company applied for entering the Guinness Book of Records. The connection with the stakeholders is made through the children who paint. Thus, the brand gained popularity among event visitors, parents and the public, ho donated funds to support the “terre des hommes” organization
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https://rp-online.de/nrw/staedte/kaarst/kaarst-buettgen-arbeitet-am-weltrekord-fuer-das-guinness-buch-der-rekorde_aid-46849869 Büttgen arbeitet am Weltrekord, публикувано в NGZ на 04.11.2019 [последно посетен на 15.09.2021]
