ABSTRACT

Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself.

In a contemporary environment of "truthiness" and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today’s branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding.

The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world.

chapter 1|18 pages

Older Adults, Aggressive Marketing, and Unethical Behavior

A Sure Road to Financial Fraud?
ByYa’akov M. Bayer

chapter 2|16 pages

Twitter Me This

Fake News, Real Issues, and the Twitter Presidency
ByThomas F. Brezenski

chapter 3|15 pages

Ethical Branding in Franchising

Implications for Brand Values and Corporate Culture
ByAntonella Capriello, Rohail Hassan

chapter 5|11 pages

Bayer, Ethics, and the Anthrax Scare

Leveraging National Crisis for a Public Relations Bonanza
ByHagai Gringarten

chapter 6|12 pages

Is Academe Cheapened by Branding

Universities and Programs?
ByLarry Hubbell

chapter 7|23 pages

Ethical Branding, Homeowner Associations, and Judicial Review Using a Socially Responsible

Administrative Law “Hard-Look” Standard
ByJeffrey Kleeger

chapter 8|10 pages

Ethical Branding Best Practices

A Study of Fabindia in the Context of Social Business
ByDinesh Kumar, Punam Gupta

chapter 9|18 pages

Happy Brands and Ethical Implications

ByWonkyong Beth Lee, Timothy Dewhirst

chapter 10|16 pages

Slavery, Chocolate, and Artificial Intelligence

Brands Ethical Dilemmas in a Modern World
ByNellie Munin

chapter 11|14 pages

Jardine Matheson

Drugs, War, and Empire
ByStan Neal

chapter 12|12 pages

Ethics and Celebrity Advertising

Cases in the Indian Advertising Industry
ByGurbir Singh, Abhishek Mishra