Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.
Chapter 7 - Brand ethics, social responsibility, and sustainable consumption defines ethics and corporate social responsibility (CSR), and explores their implications for brands in postmodern society. It discusses the two main traditions in moral philosophy and their implications for branding. The chapter explores the processes organisations can follow in order to incorporate ethics and CSR in their brand marketing.
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1. Chapter 7 - Brand ethics, social responsibility, and sustainable consumptiom from Strategic Brand Management and Development