With the development of a consumer market and the emerging of a high level of competition, many customers began to base their product choice upon such factors as price, package and quality. Many companies were forced to enter into a price competition. Such competition may lead some companies to a dead end. However, there is a vital alternative of the way to run a business and to attract new customers. Branding offers solutions in the form of alternative criteria for customers to base their decisions on companies or products, such as a brand reputation, an equity, values, an image or corporate behavior. Developing brand affinity in customers is a solution that will prove effective in the long run. If customers develop a strong brand affinity, it will allow companies to leave behind the price and quality competition. Certainly, those two discriminators still remain important for the customers' choice; however, the researches show that customers' inner motives, psychological preferences and emotions can be very strong purchase motivators.

Developing brand affinity, the brand managers may use many different tools. One of them is charity and social responsibility. Even though such matters are rarely considered by the customers during the purchase time at the stores; nevertheless, the do-good matter has an impact on people, when they select companies and brands they want to be consumers of. Socially responsible actions of companies and their participation in charity may increase their value and the brand benefits in the eyes of their consumers. Researches also show that such social activities and charity help in building up the brands' reputation and image and in developing brand affinity. Such involvement of companies in the social life makes their customers feel much better about using their products. People are more willing to be loyal to the brands that remain loyal to their high ideals, values and responsibilities.

The consumer affinity and buying behavior are tied together. In addition to the natural qualities and benefits of a product, people are guided by their emotions, beliefs and values. Developing brand affinity includes developing strong and lasting bonds between the brands and their customers. Such bonds are built up by creating positive associations with the brands. The brands are built up in the minds and perceptions of people. Thus, the brands have to raise standards and, then, live up to them. The brands give their consumers certain promises and those promises are not only about the products' benefits. The most successful brands have declared high ideals and made emotional and life values a part of their vision. For instance, around the world Coke is associated with freedom. Coca-Cola is much more than a coke soda. It is a company, where up to ninety percent of its market value is in its intangible brand asset and ideals. The same is true about many other, both Global and local brands with high moral and psychological values laid at the core of their brand vision.

Thus, charity and social activities can greatly help to increase and sustain such brands and develop the brand affinity.