Ethical Branding and Corporate Social Responsibility, communications homework help

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Running head: ETHICAL BRANDING AND CORPORATE SOCIAL RESPONSIBILITY

Ethical branding and corporate social responsibility
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ETHICAL BRANDING AND CORPORATE SOCIAL RESPONSIBILITY

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Introduction
In mainstream brand methods, the standard of brand equity is succinctly measured
through the lens of economic and financial performance. The purpose of this paper is to define
the concept of ethical branding and how it relates to corporate social responsibility. Brands are
mostly linked to the economic reputation of a corporation, which is a critical and integral aspect
of its management. A successful brand should be guided by ethics and must fall within the
confines of the law. The basic principle of an ethical branding is to create a moral standard that
elucidates right or wrong practice during marketing or branding. Thus, an ethical brand has a
positive effect on a firm's business reputation.
Inadequate Company Practices Affecting Ethical Branding
Unethical behavior may be detrimental to the firm's performance by completely
damaging the stakeholder and the society relationship; consumer relationship and other relevant
business associations of the firm. Failing to conform to ethical standards is basically going
against the expected promise about making lucid decisions, which as a matter fact enable smooth
transition and operation of the company. It also destroys the public good instead of promoting it.
It consequently creates a doubt within the skeptic consumer base who revere fr...


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