ETHICAL DILEMMAS IN BRAND COMMUNICATION

Ethical Dilemmas in Brand Communication



Ethical Dilemmas in Brand Communication

Introduction

Understanding brands or brand social responsibility is imperative if we are to understand corporate social responsibility. Brands can be used as a hostage by stakeholders as associating brands with activities perceived as irresponsible can have a significant impact on the brand value. Ethical branding could provide the company with a differential advantage as a growing number of consumers become more ethically conscious. The ethical debates today are both numerous and diverse. It would not be realistic to relate all the points of disagreement here.

The ethical questions are more focused on marketing practices business and ethical values ??to be adopted as the issue of ethics posed upstream with respect to territorial marketing. Measure the branding regions and include among the criteria for performance of an organization is a vow of public and common practice in private organizations. However, the revealed by positioning the brand is a competitive diagnostic tool placing the entities present in opposition. Recognize this fact for communities and a territorial thing encourage this race before and its consequences may occur (Murphy, 2005).

Ethics Matters

A company with a bad reputation will have a hard time holding onto customers and attracting top talent. Consumers care about ethics. Job seekers and potential candidates care about ethics too.

The results of a survey conducted by creative agency, 23red, help support the fact that consumers care about ethics. There were 1000 people interviewed for the survey and they were asked questions about brand ethics and how it affects their purchase decisions.

Ethical Issues

In order to have better ethical monitoring, administrative costs will certainly increase, as it may require frequent internal audits conducted by headquarters representatives, external consultation on current ethical practices and so on. Nevertheless, such investment would be minimal, but more worthwhile in the long term, compared to the official financial penalties and reputational damage. The benefits will then be reflected in the avoidance of economic losses and the protection of the brand name (Laczniak, 1978).

Within the framework and professional work environment-where you work or provide a service, not to be seen today and yesterday's ethical principles. Why? Because basically were the subject of the liquefaction process which characterizes our times. However, this does not mean the demise of ethics in our relationship is not necessarily a section of it. But we do see often in people we interact with attitudes and behaviors that arise sometimes surprise us with their style and proceed.

The ethical problem stems from the perceived alternatives but also consequences that will impact on the ethical judgment. Perceived alternatives gather choices available to decision makers, whether respecting the choice ethical values ??or not. There arises here a question specific to local government but it is possible to transfer to other public organizations. Willingness to adopt an ethical approach requires a systemic change rather than isolated actions, even large magnitude. The choices are therefore expressed in terms of presence or absence of ethical concern and in the case of ...