“Brand sacrifice” is the giving up of a current or prospective revenue source for the greater good of theenvironment, society or consumers, without any legal compulsions to do so. It comes from what Edward Freeman termed “stakeholder model of CSR”. Brand sacrifice flows from a company’s CSR response to the needs of stakeholders, customers, employees and communities. The voluntary nature of brand sacrifice is likely to have a positive influence on brand attitude (attitude of consumers toward a brand). Brand sacrifice has the ability to change brand attitudes for the better. Or if they are already positive, then it could help in reinforcing them. However, it must first be determined how the sacrificed “thing” is perceived to be important by the target segment or not.Brand sacrifice is painful. It leads to giving up revenue as a result of the sacrifice.