Brand management: Brand ethics

Paul Gaskell

The issue of business ethics needs to shift in focus from 'ethical businesses' to business ethics and its relationship to branding.

Brand management: Brand ethics

Paul Gaskell The Value Engineers

The ethics on which brands are built need to be ingrained in the business if the brand proposition is to be credible to consumers

Any mention of ethics in business within the context of branding usually evolves rapidly into an animated discussion about ethical businesses. It is time for the discussion to mature and for the focus to shift from ethical businesses to the real issue – business ethics and its relationship to branding. For this to happen, people need to be clear about the difference between the two. The...

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