Is there such a thing as Ethical Branding?
With a case study on the Co-operative
- Is it possible to define the term ‘ethical’ – using different theories and considering different cultures an attempt to define the term ethical
- A breakdown of branding, working on the theories of Olins – Studying the four vectors in relation to other theorists and applying them to the rebranding of the Co-Operative
- Do brands use ethical connotations as a tool of manipulation – If they do, is this ethical and is there a solution to make it fairer for customer and corporation?
- Who is responsible for making sure business is ethical – Is it down to the customer / corporation / government?
- What truly makes a brand ethical – Analyse this question from the work of a variety of theorists and my own opinions
- Is the Co-operative a genuinely ethical corporation – Using different sources and a primary case study on the Co-Operative define whether it is an ethical corporation
Sources
- OLINS, W. – On Brand
- KLIEN, N. – No Logo
- WIEDEMANN, E.D.J – Brand Identity now
- FANN, Y. Ethical Branding & Corporate Reputation
- ROBINSON, D. – Introducing ethics
- FOOT, P. – Theories of Ethics
