Abstract

The Ethical Branding book is unique because it is ethical branding focused. It provides current perspectives on fascinating global cases. The approach is to focus 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’s themes include ethics, branding, marketing, business, business communications, and business history. Its objectives include the following: provide the reader with real, updated insight into ethical decision making; help students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provide the reader with up-to-date ethical branding cases from around the world.