Import of cases Social responsibility of Bayer, Germany Bayer of Germany is not satisfied with pure economic success, but hopes to better realize the social value of the enterprise, so as to support the long-term development of the brand. Bayer firmly believes that maintaining a high sense of social responsibility will help strengthen our market position and ultimately create more value, integrating corporate social responsibility into our strategy and implement it at a strategic level, This is the secret of implementing social responsibility strategy and benefit. It is this concept that sublimates Bayer's brand value, making it not only a product brand with scientific and technological attributes, but also a spiritual brand full of social responsibility and cultural connotation. Ask about the premise of the class How to master the social maintenance of the brand? (Objective: To guide students to enter the brand social maintenance task course with questions, and to grasp the relevant knowledge points and the key points and difficulties of teaching on the whole. Teaching methods: a combination of questioning and explanation) Related: relevant knowledge points] 1. Brand social responsibility brief description The concept of "brand social responsibility" was first produced in the UK. Its main view is that taking the initiative to undertake social responsibility to fulfill the mission of brand marketing is a higher stage and the most cutting-edge means of brand building. Ask questions in class What is the description of brand social responsibility? Live answer, included in the usual results 2. Brand social maintenance related events According to a 2006 consumer survey, the world's leading fast food company, has become the "most unethical" brand among British consumers, accused of offering "junk food". Ogilvy founder David Ogway noted that " a brand is a symbol of synthesis, including a combination of product attributes, name, packaging, price, historical reputation, and advertising.” Coca-Cola, everyone is known, because they long uphold the responsibility concept, also because they are deeply rooted in the hearts of the people, we are easy to understand the company's chief executive as early as 1967 bold assertion: " if Coca-Cola factory all fire overnight, but it can come back to life overnight, this is the strength of Coca-Cola brand image."This is the charm of" brand social responsibility ". Ask questions in class What are the events related to brand social maintenance? Live answer, included in the usual results 3. The influence of brand social maintenance The social voice for corporate citizens and corporate responsibility is getting higher and higher, consumers pay more and more attention to corporate social responsibility and corporate public image, and the performance of enterprises for their social responsibility has increasingly become an important measure for customers to evaluate the quality of a brand. Ask questions in class What are the impacts of brand social maintenance? Live answer, included in the usual results 〖 training battalion 〗 [training mission] Brand of the social maintenance training [task object] Help students to carry out brand social maintenance training in practice. [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) Team members shall conduct the social maintenance training of the brand in practice. [mission requirements] (1) The training is hosted by the teacher. (2) The whole class of 48 people, free groups, forming 6 groups. (3) Team members discuss the brief description of brand social responsibility, brand social maintenance related events, and the impact of brand social maintenance (4) Arrange one student for each group to record and summarize it. (5) After the activity, each group is required to select a representative to report the discussion experience in class. (7) The preparation time is 10 minutes. | 
