• DIVYASHREE D V

Brand strategy is market oriented and value oriented and it takes into account Competition. Companies should become brands, that is to say champions with a vision. One such strategy is CSR. CSR (Corporate Social Responsibility) is not a static concept—it is a moving, evolving target. It is a replacement for the governmental role and responsibility in meeting challenges of sustainable developments is a matter intrinsically ingrained in the Constitution of India which envisages an economic development that does not result in the concentration of wealth. It is also means of production to the common detriment and that material resources of the community are also distributed as best to sub- serve the common good. Sustainability is increasingly viewed as a desired goal of development and environmental management. Sustainable development within business promotion is expanding rapidly in several directions. The interpretation of corporate responsibility by the companies should be the call of law on the environmental factors. This paper concentrates on the management, development and integration of sustainable requirements into product and services by rationalising and harmonising the dimensions of corporate responsibility and sustainable requirements by the companies to retain their brand reputation.

CSR, Corporate Sustainability, Ecological strategy, Competitiveness, Economy.

"ACOMPARITIVE STUDY ON THE MANAGEMENT, DEVELOPMENT AND INTEGRATION OF CORPORATE SOCIAL RESPONSIBILITY-WITH SPECIAL REFERENCE TO BRAND REPUTATION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.380-389, January-2019, Available :http://www.jetir.org/papers/JETIR1901E47.pdf

"ACOMPARITIVE STUDY ON THE MANAGEMENT, DEVELOPMENT AND INTEGRATION OF CORPORATE SOCIAL RESPONSIBILITY-WITH SPECIAL REFERENCE TO BRAND REPUTATION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp380-389, January-2019, Available at : http://www.jetir.org/papers/JETIR1901E47.pdf