The concept of uniting Corporate Social Responsibility and Corporate Identity give

strong appearance in a business organization. Its emphasize the importance of

stakeholders and how they manage their public relation to the society. The notion of
Corporate identity “what the firm does”, and the CSR viewpoint “what the firm does for
stakeholders”. This connection managed the operation of a firm, and also give influence
to the stakeholders in the organization on how they can help environmental problem
and society needs. Practicing CSR can promote strong connection to the stakeholders
and develop the corporate identity to the firm.

The connection between the ethical corporate marketing, ethical corporate identity and
corporate social responsibility, its focused on the internal relationship in the organization
on how this practices give impacts in the external stakeholders. Firms should be ethical
corporate marketing on how they deal their client/customers on their services, and
producing products that can’t harm people and also the environment. Always concern
inside and outside relationship specially in stakeholders, doing public relation that will
benefit the brand and also the society. Business organization implementing employees
to do CSR can build good relationship to stakeholders, and maintaining good image in
the organization.

The relationship between the corporate identity and CSR, give stakeholders good
impression to the business organization by conducting public relations. While the
connection between the ethical corporate marketing, ethical corporate identity and
corporate social responsibility, have a strong impact and motivating firms to perform and
excelled and the society of the brand awareness. they are also concern, internal and
external groups of stakeholders.

The case studies, have a good outcome in business organization. if they are
implementing the objectives of the 2 cases. they can gain the trust of the stakeholders
and also benefits the brand awareness of the product, building good relationship and
maintaining the goals. Performing their duties not only the wants and needs of the
client/customers but also the environment.

Business organization is one of the source and life of the Philippines, and some
businesses in the country are practicing CSR, CI and corporate marketing. I think
government should implement this study to improve social and environmental problem
in our country.

The studies are relevant to apply in a business organization, to promote brand

awareness and services of the firm, conducting public relation can motivate
stakeholders in organization, CSR is connected to corporate identity on how to operate
and manage a certain organization. This will help to gain more profit and in a long run.1

1
Olutayo Otubanjo, Km 22 Lekki Epe Expressway Ajah, Lagos, Nigeria. Tel:
234-808-608-6816. E-mail: totubanjo@lbs.edu.ng
Received: July 21, 2012 Accepted: August 27, 2012 Online Published: October 9, 2012
doi:10.5539/jms.v3n1p74 URL: http://dx.doi.org/10.5539/jms.v3n1p74
Shaun M. Powell 1365