"Social corporate investment is a tool to build and maintain brand equity in the long term.

The concern however, is that most CSI strategies remain a short term initiative with little relation to the overall brand efforts.

This results in brand dilution and has a direct impact on the brand reputation.

Brand communication planners need to develop CSI strategies that are reflective of the brand identity and are differentiated and sustainable in the long term.

In addition, they must integrate appropriate synergistic communication to develop maximum message and communication impact."