Organizational trademarks and the sponsorship of alternative social causes: daltonism

Abstract

In a market with a high level of competiveness and saturation the values of trademarks can have a decisive role in the differentiation and in the purchasing decisions of consumers. This research analyzes the importance of investment in social causes, not as an obligation of self-promotion, but rather as an approach that must become a basic premise and a part of the culture of the organizations. The clipping of the research addresses the study of less diffused social causes, or of those that have less mediatic repercussion, seeking to verify if the investment in them can be reflected in value for the trademarks, such as one expects of the support of better-known causes, such as cancer, poverty or hunger. The study is supplemented by profound interviews held with executives of the Abril Group and of Volkswagen do Brasil, in order to assess how the organizations position themselves in relation to the possibility of investing in less-known causes, such as daltonism for example.