Corporate social investment and branding in the new South Africa

South African brand managers are discovering that the savvy use of corporate social investment (CSI) policies is making them more competitive and giving their brands high local profile. Brands that have successfully melded corporate social responsibility initiatives with traditional brand management have created what is referred to as a policy of values-led branding that is catching on across the country. The initiatives in this politically and culturally hypersensitive microcosm of first and third world branding concerns may become emblematic for companies across the world which hope to utilize CSI and CSR programs to build their brand image against powerful competitors struggling against the brunt of global activism.