23red looks to corporate philanthropy to deliver commercial gains for brands

1% of consumers say how a brand behaves towards customers and communities is an influential factor when making a purchase. A new research survey has revealed that consumers increasingly rate brand values as a priority when making buying decisions. • Marks & Spencer and Pepsico, Britvic and Unilever are brands perceived to be good* • Brands behaving badly: Nike, Coca Cola, Sony and American Apparel AKANSHA ARORA PGDM 3RD SEM