Analysis of the local corporate social responsibility activities of global enterprises within the scope of brand image components

The process of globalization has created a business environment in which enterprises are evaluated not only by their economic performance but also by their social and environmental responsibilities. In this context, Corporate Social Responsibility (CSR) emerges as a strategic tool for brands to gain sustainable competitive advantage and strengthen their brand image. This study aims to examine the local CSR projects implemented by Coca-Cola İçecek (CCI), a global-scale company, in 10 different countries, and to reveal the extent to which these projects align with brand image components and the United Nations 2030 Sustainable Development Goals (SDGs). A qualitative research method was adopted, and the project documents published on CCI's corporate website were evaluated through document analysis, content analysis, and frequency analysis techniques. Projects were first classified based on the country of implementation, and then grouped under the categories of water recovery, waste management, women's empowerment, and youth empowerment, in line with CCI's own categorization. During the analysis process, multidimensional elements such as project topic, target audience, implementing organization, use of visuals, and brand image components were coded; the data obtained were visualized through word clouds and frequency tables using computer-assisted analysis software. The findings indicate that the projects are predominantly aligned with SDG 3 (Good Health and Well-being), SDG 6 (Clean Water and Sanitation), and SDG 4 (Quality Education), while the number of projects in environmentally focused areas such as SDG 13 (Climate Action), SDG 14 (Life Below Water), and SDG 15 (Life on Land) remains relatively low. In terms of brand image, the projects primarily strengthen the components of corporate citizenship, social responsibility, and emotional connection. Cross-country comparisons show that project diversity is higher in Turkey, Pakistan, and Kazakhstan, whereas in smaller markets the scope of projects remains limited. Moreover, the incorporation of local cultural elements into visual communication strategies has been identified as a significant factor in reinforcing the perception of the brand as "one of us." The results of the study demonstrate that CCI's CSR strategy is based on a "global framework – local adaptation" balance, which provides strategic advantages in terms of both international reputation and local societal acceptance. The study contributes to the marketing literature by presenting a model that examines CSR activities in an integrated manner with brand image components. In practical terms, it is recommended to increase environmental sustainability projects, enhance project diversity in smaller markets, and support all brand image components in a balanced manner.