IMPORTANCE OF BRAND IMAGE

An appropriate marketing strategy is crucial for the success of a

business. The importance of brand building within the service sector
has also gained considerable attention in the past 20 years. Hence,
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branding has become an essential part of service organizations in order
to increase the competitiveness.

However, to succeed with brand building it is important to consider the

customer’s way of identifying with the brand

. The customer’s associations linked to the brand is recognized as the

brand image. Brand image is a key component and the most important
actor in marketing strategy

Considering that, brand image is one of the most important aspect of a

marketing strategy and CSR has become mainstream, it is relevant to
investigate the subject for future marketing strategy planning. CSR
activities have a higher positive impact in service companies than in
product-based companies. Studies have shown a large negative impact
of hospitality industry on the economic, natural and social
environments .

When comparing the impact of the hospitality industry and other

industries, such as e.g. the manufacturing industry, the hospitality
sector has not been receiving as strong attention as other industries
with strong negative impact. This situation is changing and customers
are becoming more aware of the negative social and environmental
impact that the hospitality industry contributes to (ibid). This strong
reaction indicates the important role of CSR performance within the
service industry as a tool for improving a service firm’s reputation to
enhance brand image.
IMPORTANCE OF BRAND IMAGE
Since studies on CSR’s effect on brand image are limited within the
growing sector of service industry, it is of importance to study this
phenomenon. By increasing the understanding and knowledge of
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customers’ reactions and attitudes to companies’ involvement in CSR,
firms will be able to develop more optimal CSR strategies. The results of
this study can be applicable to all industries within the hospitality field,
which includes accommodation, food service, tourism, leisure, travel,
conventions and attractions. Likewise, the results are applicable to
industries using similar CSR strategies as the hospitality sector.