... Corporate strategy, corporate leadership, corporate identity 327 332 Corporate Reputations, Branding and People Management history of community involvement, together with the corporate- level, sen-ior ... non-sociallyresponsible brands to coexist.■ The claims for social responsibility must be credible and customers must be able to verify these claims insome way.326 Corporate Reputations, Branding and People Management ... ‘pathologicalpursuit of profit and power’, his book’s subtitle. He cites thecase of Sir John Browne, an icon of the CSR movement, and 324 Corporate Reputations, Branding and People Management permanent...