Optimizing CSR strategies for Brand equity : A managerial approach in multinational corporation

Date: [2025-08-20] Level: Bachelor Thesis in Business Administration, 15cr Institution: School of Business, Society and Engineering, Mälardalens University Authors: Emilia Jurewicz Parisa Dehghan Manshadi (2001/03/22) (1977/08/26) Title: Optimizing CSR strategies of brand equity: a managerial approach in multinational corporations. Tutor: Aziza Al Ghafri Key words: Brand equity, Corporate Social responsibility, Multinational Corporation, Manager, qualitative, reports. Research question: How can managers best use CSR strategies in a way they maximize brand equity of multinational corporations? Purpose: The purpose of this thesis is to explore how CSR strategies can be optimized by managers in multinational corporations to enhance customer-based brand equity, particularly in ethically conscious markets such as the UK. Method: This qualitative study relies on thematic analysis of secondary data, including CSR reports and podcast interviews with managers from two major multinational companies. The data was analyzed to reveal managerial practices and strategic decisions that align CSR initiatives with the key brand equity components. Conclusion: The study concludes that effective CSR strategies significantly enhance brand equity when they are authentically embedded into the core business model. Managers can achieve this by aligning CSR activities with stakeholder expectations. Firms that treat CSR as a strategic asset see higher consumer trust, loyalty, and brand differentiation in competitive markets.