Corporate cultural responsibility as a component of company branding in Ukraine

Abstract

The objective of the study is to reveal the essence and features of corporate cultural responsibility (CCR) and its role in managing the company’s brand.Research methods. The research is based on the Synthesis Methods, including comparative analysis, interpretation, and applying systematic research synthesis.Research results. The article reveals the need to introduce and use CSR as a branch of corporate social responsibility. The relevance of the study is due to the importance of using CCR in the formation of business and marketing strategies of companies and brands, which can provide economic benefits and even affect the level of national security.The study emphasizes that today, during the full-scale Russian war against Ukraine and the genocide of Ukrainians by the Russian Federation, the issue of protection, preservation, promotion, and development of Ukrainian culture by businesses operating in Ukraine is more urgent than ever before. Therefore, the article substantiates the role of CCR in Ukraine as a phenomenon that will encourage businesses to take a responsible approach to the choice of influencers with whom businesses cooperate for advertising purposes; implementing elements of Ukrainian culture in its products, services, and/or communications; priority provision of sponsorship (financial or media) support for advertising purposes specifically to Ukrainian cultural figures and/or projects; proofreading of information about the culture and history of Ukraine, provided they are used in products, services and communications.The usage of the results. According to the results of the study, a list of steps for implementing the CCR in Ukrainian business for successful branding is proposed as recommendations, namely the implementation of the CCR at the level of company strategy; corporate culture of the company; product/service; in the company’s external communications. The proposed recommendations should solve the following tasks: cultural and social – the development and popularization of Ukrainian culture in Ukraine and the world; business and communication – reducing business reputational risks and strengthening the reputation of a company or its brand among Ukrainian consumers, which will have a long-term positive economic effect on business. Conclusions. The proposed recommendations are designed to solve the following two tasks – cultural and social: development and popularization of Ukrainian culture in Ukraine and in the world; business and communication: reducing business reputational risks and strengthening the reputation of the company or its brand among Ukrainian consumers, which under other normal circumstances will have a long-term positive economic effect on business. Further research in the area of the introduction of CCR in Ukraine will be aimed at deepening the analysis of the impact of CCR on modern brands and determining the economic effects of CCR on the activities of companies. JEL classіfіcatіon: М14, L21