<P> Corporate responsibility (CR) constitutes an organization's respect for society's interests, demonstrated by taking ownership of the effects its activities have on key constituencies including customers, employees, shareholders, communities, and the environment, in all parts of their operations . In short, CR prompts a corporation to look beyond its traditional bottom line, to the social implications of its business . </P> <P> Reputations are overall assessments of organizations by their stakeholders . They are aggregate perceptions by stakeholders of an organization's ability to fulfill their expectations, whether these stakeholders are interested in buying the company's products, working for the company, or investing in the company's shares . </P> <P> In 2000, the US - based Council of PR Firms identified seven programs developed by either media organizations or market research firms, used by companies to assess or benchmark their corporate reputations . Of these, only four are conducted regularly and have broad visibility: </P> <Ul> <Li> "America's Most Admired Companies" by Fortune Magazine </Li> <Li> The "Brand Asset Valuator" by Young & Rubicam </Li> <Li> "RepTrak" by Reputation Institute </Li> <Li> "Best Global Brands" by Interbrand </Li> </Ul>

State importance of corporate communication in brand promotion