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By signifying the ethical beliefs of the firm behind them, ethical brands offer an apparently simple solution to ethical consumers: The assumption, then, is that if society desires ethical behaviour from firms, firms will not dare to behave otherwise for fear of inflicting costly damage on their carefully crafted brand images.
According to economic rules of demand and supply, the market should then ensure that firms respond to the ethical requirements of the society in which they reside. As a consequence, brand management has incorporated as one of its main tasks the translation of the ethical positions on the market into communicable brand messages.
Consequently, ethical branding may in fact legitimise the un-ethical aspects and elements of capitalist relations and practices. Moreover, when ethics are commodified, e.
Is branding ethical or responsible essay, so it seems, ethical brands may indeed repress — or at least obfuscate — the most urgent ethical questions in capitalism rather than bringing them into the limelight. As is the case with ethics itself, a term which is difficult to pin down in one, single definition e.
Jones, ; Jones, Parker and ten Bos, ; Muhr,the notion of ethical brands seems to be rife with paradoxes and dilemmas see also Muhr and Rehn, forthcoming.
An overriding tension in debates about ethical brands is that of the incompatibility of ethics and capitalist modes of production and consumption. This special issue is an attempt to address, discuss and reflect upon this.
The incompatibility of ethics and capitalism One of the first mainstream brands to be built on the notion of ethical consumerism was The Body Shop. Founder Anita Roddick was an environmental activist and campaigner for the homeless, victims of domestic violence and disadvantaged children Mcintyre, Founded inThe Body Shop broke the mould by refusing to sell cosmetics that were tested on animals and by promoting fair trade practices in developing countries.
The deal seemed to symbolise the practical incompatibility of ethics and capitalism, and can be seen as emblematic of the apparent dilemma faced by both consumers and producers who wish to act ethically within a capitalist system governed by its own order of ethics.
In other words, ethics whatever this term may refer to has become one of many alternative strategic tools with which competitive advantages are built. Put differently, when you put a price tag on ethics, you also plant ethical considerations in the soil of financial and strategic rationalities.
Ethics then become marketable and sellable; an item on the balance sheet. In other words, the reason for being ethical or appearing to be ethical resides not in the urgent impulse for ethical behaviour in the world, but in the market demand for it.
This somewhat unstable kind of ethics is arguably unable to support long-term perspectives and hence the so-called sustainable development of global capitalism. As highlighted by many of the papers in this issue especially Fordyce and Ryan, this issue; Lehner and Halliday, this issue; and Bertilsson, this issueit is difficult, some would argue impossible, for corporations as well as consumers to act ethically within a capitalist system.
For firms, maximising profits and minimising costs do not often go hand in hand with, for example, paying employees and suppliers well or handling waste carefully.
If they do, it is usually because consumers are prepared to pay a premium for brands that they believe do this Low and Davenport, This in itself may be considered unethical in that the less wealthy segments of the population are, in effect, excluded from the ethical decisions being made in the markets.
Ethics and capitalism as incompatible for consumers? Consumers then, face several challenges when attempting to act as ethical citizens. First of all, it is not an easy task to get a picture of what precisely ethical behaviour might look like.
Even if that obstacle is overcome, consumers then face the second challenge of working out which companies are actually engaging in such behaviour.
As highlighted by Bertilsson this issuebusiness and consumption ethics might refer to such diverse categories as ecological sustainability, racial and gender equality, environmental safety, conditions for employees, animal welfare, income for suppliers, over-consumption, waste management, accounting policies and so on.
Ethical considerations may even stretch to the reputations of the political powers in countries from where raw materials are sourced and in which brands are produced see e. There are so many aspects of production and consumption that need to be taken into account in an ethical evaluation of a corporation.
Many difficult questions are raised when the ethics of a firm is in the limelight: Where do the limits of ethical responsibility lie?Ethical branding and ethical market make the brand famous and increases the reputation of the company brand choices are done by keeping various specifications in mind and there are traditional large scale retailers or modern apparels producers, all of them contribute to the growth of the market.
Oct 12, · Corporate Social Responsibility Introduction In this essay the author will try to give an understanding of what is the Corporate Social Responsibility, why it is so important nowadays and we will analyse role of Lidl in this area in different dimensions.
Ethical branding and corporate reputation have close connection. Honesty, quality, respect, responsibility, accountability, diversity and integrity are attributes of ethical brand. An ethical branding enhances the firm’s reputation at both corporate and product levels (regardbouddhiste.com).
Ethical Issue Based on this case study, the ethically dubious behaviour exhibited by the NKF is that the fund-raising strategies and tactics were too aggressive and the organization is not fiscally responsible.
or any similar topic specifically for you. Do Not Waste By various ways of marketing and branding the . Corporate Social Responsibility Introduction Corporate social responsibility (CSR) is a concept which is also known as corporate citizenship, corporate conscience or in a simple way a responsible business.
Mar 28, · Starbucks Mission: Social Responsibility and Brand Strength Introduction. Starbucks Coffee Company was founded in in Seattle and has operations in more than 50 countries of the world with more than stores/5(K).