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Nissan Ties Corporate Citizenship to Brand Positioning

Nissan has launched a plan to create its own global corporate citizenship programs, publicize them through marketing channels and move away from the practice of simply cutting checks to charities to fulfill corporate goodwill goals, MediaPost reports.  In the future, any corporate citizenship activities Nissan develops, or signs on to, must involve Nissan vehicles, expertise and the Nissan brand. 

Simon Sproule corporate vice president/global communications, corporate social responsibility and investor relations says Nissan’s goal is to make corporate citizenship activities an inherent part of Nissan’s global brand positioning.

The new arrangement means that dealers, Web, media, auto shows and experiential events can be brought into play in publicizing Nissan’s corporate goodwill efforts.

Ultimately, the company might run global corporate advertising about its social responsibility programs.

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