Premium Essay

Building Brand Image with Ethics

In: Business and Management

Submitted By MH1991
Words 3273
Pages 14
Building Brand Image With Ethics

The Positive and Negative Effects of Ethical and Unethical Behaviors on Brand Trust

Executive Summary

In the market of today, businesses are faced with complex situations where they not only have to make decisions for the better of the company, but also for the better of society. In an economy and market that thrives on the competitiveness of various companies, business officials must abandon the focus on profit and focus on the needs of their consumers. Businesses cannot thrive without the support and trust of their primary and secondary stakeholders. These can include – consumers, employees, media, community leaders, etc. Businesses work to build and maintain meaningful relationships with these groups to ensure that they experience longevity and increased productivity. In order to obtain consumer preference over other companies, businesses must establish and maintain certain motives and incentives for their decision making. This will ensure two very important factors needed to maintain valuable business practices, positive brand image, and brand/consumer trust.

Brand Image and Brand Identity

When building a prosperous business, in the private or public sector, great focus must be dedicated to the brand’s image, equity, or value it holds. Brand image can simply be described as an impression; it is the consumers’ perception of a brand’s complete persona. Positive qualities, shortcomings, scandals, poor or effective decision making, direct or indirect customer interactions all make up key factors that affect brand image and reputation. When a consumer makes a purchase from a business, whether product or service, they are not only purchasing the object or the service, but also the image that goes along with that business. For example, when consumers choose to buy the iPhone, they could have chosen a less...

Similar Documents

Free Essay

Colgate Case Study - Intercultural Management

...Negotiation in China/ Taiwan 9 Hofstede’s analysis 9 Asian countries 9 Taiwan 9 China 10 Hofstede’s scores 10 Power Distance Index 10 Individualism 10 Masculinity 10 Uncertainty Avoidance Index 10 Long-Term Orientation 11 Communication strategies 11 Negotiation strategies 11 Few tips 12 Conclusion 13 Bibliography 14 Introduction « I consider ethics, as well as religion, as supplements to law in the government of man. “ Thomas Jefferson Colgate-Palmolive Company is an American diversified multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). In 1985, they build a partnership with Hawley and Hazel, a Taiwanese company specialized in healthcare such as Colgate. One of their best product was the Darkie, a toothpaste, with a Black man with ultra white teeth as image. This product was the core of one of the most disaster for the brand Colgate. In order to understand how this product hit significantly the brand image of Colgate, we will first try to analyze what was the major strategic and ethical issues that Colgate had to face with its partnership with Hawley and Hazel, then how Colgate should have managed this situation, and finally what are the main issues when you are doing business with Asian people, especially with Taiwanese and Chinese. Colgate’s distateful......

Words: 3508 - Pages: 15

Premium Essay

Target

...PART I: Overview of the Corporation: The year 2012 marks Target’s 50th anniversary. In the years since the department store evolved, Target has “watched our innovations lead to retail revolutions, and our team, guests and partners build better communities where we live and work” (1). With a mission to “make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and exceptional guest experience,” (1) Target has become known as an upscale retail store that does in deed offer trendy, high quality merchandise at discount prices. They place a lot of focus on their brand promise, “Expect More, Pay Less,” in order to ensure customer satisfaction. “Expect more of everything. More great design, more choices and more designer-created items that you won’t find anywhere else. And pay less. Its as simple as that” (1). Target Corporation is guided by their commitment to great value, the community, diversity and the environment and this is held very close to their heart. In keeping with their “Expect More, Pay Less” promise, Target distinguishes itself from competitors by offering affordable yet upscale products. History: Target Corporations, formally known as the Dayton Corporation, was founded in 1902 by George Dayton. At the time of formation, the store was known for “Dependable merchandise, fair business practices and a generous spirit of giving” (1). Dayton had recognized opportunities for growth in this market and took...

Words: 7553 - Pages: 31

Premium Essay

Can - Sap

...MARKETING by: Prof. Joffi Thomas Case Analysis Note: SAP : Building a Leading Technology Brand Name | Roll number | Bankim Kala | EPGP-06-013 | Sanjib Roy | EPGP-06-061 | T Shravan Kumar | EPGP-06-178 | Prakhar Gupta | EPGP-06-047 | Case Preparation Questions 1) What should SAP stand for? What is its brand promise? Answer: Back in 2000, SAP was the leading enterprise software provider in very major market of the world having 12500 individual customers and 25000 software installations. However, it was losing the battle of perception having been perceived as being left out of the E-Business boom of 2000’s. Primary reason for the same was that this was a product driven company and did not devote many resources to marketing and branding. In contrast, SAP should be a market driven company and should stretch itself by communicating its success stories with customers, stakeholders, employees as well as competitors. SAP should first realize that Branding is a strategy problem and not an advertising problem, so the measures that they took like launching ‘mySAP.com’ are not going to help them in their cause. We would suggest the following three-pronged approach that they should follow in order to make it relevant to its customers as well as clearly convey the value proposition of their products and services: * Brand Awareness: SAP, as a brand, should clearly communicate both the tangible......

Words: 1531 - Pages: 7

Free Essay

New Belgium

...New Belgium Brewing: Ethical and Environmental Responsibility1 Although most of the companies frequently cited as examples of ethical and socially responsible firms are large corporations, it is the social responsibility initiatives of small businesses that often have the greatest impact on local communities and neighborhoods. These businesses create jobs and provide goods and services for customers in smaller markets that larger corporations often are not interested in serving. Moreover, they also contribute money, resources, and volunteer time to local causes. Their owners often serve as community and neighborhood leaders, and many choose to apply their skills and some of the fruits of their success to tackling local problems and issues that benefit everyone in the community. Managers and employees become role models for ethical and socially responsible actions. One such small business is the New Belgium Brewing Company, Inc., based in Fort Collins, Colorado. History of the New Belgium Brewing Company The idea for the New Belgium Brewing Company began with a bicycling trip through Belgium. Belgium is arguably the home of some of the world’s finest ales, some of which have been brewed for centuries in that country’s monasteries. As Jeff Lebesch, an American electrical engineer, cruised around that country on his fat-tired mountain bike, he wondered if he could produce such high-quality beers back home in Colorado. After acquiring the special strain of yeast used to brew......

Words: 3564 - Pages: 15

Premium Essay

Nike: from Sweat Shops to Leadership in Employment Practices

...Huddleston Human Resource Management 522 Ethics and Advocacy for HR Pro March 13, 2012 Discern how a more effective ethics programs and a more viable code of conduct could have mitigated the ethical issues faced by Nike Nike leads the world in the manufacturing and distributing of its athletic footwear and accessories. Nike is the brain child of Phil Knight and his former track coach, Bill Bowerman. The duo formed a company that would eventually become the leader in the athletic industry with the sales and manufacturing of athletic wear. The Nike brand is widely recognized by its catch phrase and its logo. Their marketing campaigns specially “just do it” helped it revive its brand image. The swoosh sign is recognizable across most of the world. This alone attributes for Nike's worldwide success. Overall, Nike keeps improving its product which helps to keep the population engaged with its brand. If Nike had a more effective ethics program and viable code of conduct, ethical issues could have been avoided by Nike. In the early 1990s, sports shoe giant Nike became the target of arguably the most intensive and widely publicized of these anticorporate campaigns up to that time (Conaway, 2011). According to Ferrell, ethics programs that provide guidelines outlining board responsibilities encourage compliance encourage compliance at the highest levels of the organization. Some of the minimum requirements for ethics and compliance programs are......

Words: 1302 - Pages: 6

Premium Essay

Hilton Hotel Csr and Three Myths

...GIORGI MARGIANI INTRODUCTION There are millions of businesses and millions of companies that try to be successful in their own business fields. Competition is high and therefore, companies try to find new ways of value offering as they try to increase customer value and therefore, increase their brand image, gain customer loyalty and eventually and most importantly maximize their profits. In today’s world, many companies attempt to be CSR orientated, or at least pretend to be one. This is because; rate of corporate social responsibility often affects the way consumers perceive any given company. However, some companies still try to get away with their social responsibilities, as those responsibilities are often associated with high costs for the companies. This essay will assess Hilton Hotels Corporations’ approach towards CSR, by reviewing and analyzing few different cases of unethical behavior from the above mentioned corporation. Moreover, such analysis will be done with regard to three different myths CSR. HILTON OVERVIEW Hilton was founded in 1919 and since then it has been a global leader in the hospitality industry. As of 2015, there are more then 4,300 Hilton branded hotels in 94 countries around six continents. Hilton directly owns some of these hotels, they manage some and some are franchised to other companies. It is run by CEO Christopher J. Nassetta. According to the Hilton’s official web site the mission of their strategic giving is to harness......

Words: 1311 - Pages: 6

Premium Essay

Cbbe

...MKT-429: Chapter 2 CUSTOMER-BASED BRAND EQUITY Customer-based brand equity: Past experience-Marketing Activity- Word of Mouth The CBBE is formally defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. The Power of a brand lies in what resides in the mind of customers. ▪ Differential effect-How customer react about the name ▪ Brand knowledge-Consumer has learned, felt, seen and heard ▪ Consumer response to marketing-Recall, actions in sales promotion, evaluation of extensions Marketing advantages of strong brands (Figure 2.1) ▪ Greater loyalty ▪ Less vulnerability to competitive marketing actions ▪ Improved perceptions of product performance ▪ Less vulnerability to marketing crises ▪ Larger margins ▪ More inelastic consumer response to price increases ▪ More elastic consumer response to price decreases ▪ Greater trade cooperation and support ▪ Increased marketing communication effectiveness ▪ Possible licensing opportunities ▪ Additional brand extension opportunities Brand equity as a bridge: a) Brands as a reflection of the past: b) Brands as direction for the future: FIGURE 2-2 MAKING A BRAND STRONG: BRAND KNOWLEDGE Associative network memory model: The associative network memory model views memory as consisting of a network of nodes and connecting links ❑ Nodes represent stored information or concepts ❑......

Words: 1455 - Pages: 6

Premium Essay

Marketing

...Business ethics for corporate growth: A case study of Infosys in India “To achieve our objectives in an environment of fairness, honesty and courtesy toward our clients, employees, vendors and society at large” Mission Statement of Infosys. Starting in 1981 in Bangalore, India with seven colleagues who dared to dream and who were lucky to be among the first in the economic liberalization of India in 1990s, Infosys has crossed billion dollars in revenues in 2004.The company has maintained a consistent growth and built a global company providing turnkey software development. There are many businesses that succeed-the unique factor about Infosys is in just over two decades it has built a brand known for ethical standards both inside and outside in the marketplace. The hypothesis of this paper is that corporate ethics promotes and inspires competitive advantage in a burgeoning marketplace. Ethics in Corporate governance means the parameters which a company sets for itself for its functioning. Transparency and disclosures about accounts as well as other important issues have to be communicated to the stakeholders in a truthful and prompt manner. These build up confidence and trust in the marketplace. When issues like Enron and WorldCom hit the headlines, it is difficult to ignore business ethics. As consumers are getting increasingly aware of ethical issues, corporations have to respond to their concerns whether it is related to issues of environment, heath or any......

Words: 1169 - Pages: 5

Premium Essay

Plan

...MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS 10.2478/cris-2013-0005 MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS MARIIA MOISEIEVA The report is designed to examine, analyse, and evaluate where appropriately the current Mini Cooper’s marketing strategy, its digital marketing initiative, branding, and the importance of ethical values in Mini Cooper as well as other organisations. That is important for understanding of the practical applications of marketing is achieved by applying theory to them. It is determined that Mini’s marketing strategy has shifted in terms of targeting and brand positioning. As previously it was an affordable iconic British car, now it has become a cool luxury car dominantly for a young segment. Its international marketing strategy is differentiated in a way that a brand is built up on the historical iconic image of Mini for the UK and associated market, but it is not associated with any values in the past for the US customers. Overall, Mini’s marketing strategy is considered to be innovative, creative, and sometimes ‘silly’, which is of great value for its young energetic target audience. Digital marketing initiative also corresponds to the latest IT and social trends worldwide by ‘digitalising’ marketing initiatives and active social networking with the consumers. Brand is a core competence and ‘everything’ for Mini. Marketing is centered on its brand, not vice versa. An analysis of the Mini’s......

Words: 7795 - Pages: 32

Premium Essay

Cim Full Essay

...Introduction…………………………………………2 Definition of Business Ethics……………………….2 Background of Fonterra’s Company………………..2 Issues of Fonterra’s company.....................................3 Solution to Issues……………………………………4 Conclusion…………………………………………...5 Reference…………………………………………….6 Fonterra’s Milk Scandal: The Issues surrounding it and how can Fonterra’s managed the issue? Introduction Milk is a nutritional product very good for health and almost all age are using. The dairy industry is currently developing. Typically, the dairy market today has a millions of different brands of milk from around the world. Dairy industry development because the benefits of milk to provide for health people is extremely large. Targeting that benefit, so now has a lot of dairy company consecutive established for the purpose of competitive and to looking for profit from that industry but they don’t care about a business ethics. That led to some large companies do everything possible to get revenue as skipping the period in production to shorten the process and change or add some cheap has toxic component to decrease cost of production and increase profits. Such behavior has violated business ethics and caused a serious consequence to the health and the faith of consumers. Typical, Fonterra; the best dairy company in the world has violated of business ethics when related the scandal of the milk has toxic harmful to human health and loss of image of company. That issue must be considered and......

Words: 2574 - Pages: 11

Premium Essay

Clebrity Endorsement

...on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement Shumaila Ahmed and Ayesha Ashfaq ABSTRACT The present research paper is focusing on the impact of advertising on consumer’s buying behaviors. Brand image, persuasiveness and celebrity endorsement in the advertising are the key factors, which raise the consumers’ intentions towards the product and buying behaviors. The buying behavior is strongly influenced by image of the product which is build by the advertisers. The primary data of the study is collected through questionnaires and secondary data was collected through internet, journals and business magazines. This survey study was conducted in January, 2013. A sample of 120 respondents was taken, out of which 50 were in government or semi-government services, while 30 were taken from business class and the rest 40 were private employees. The study explores that a creative and well executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer. Likewise to some extent the celebrity endorsement also matters in the buying behavior. Therefore the study concludes that the positive impact of all these factors, on the buying behavior of the consumer proves the loyalty of consumer towards brand which helps in promotion of the advertised product......

Words: 3557 - Pages: 15

Premium Essay

Marketing Ethics

...Need for companies to act ethically with its stakeholders Marketing ethics refers to the practices followed to implement the marketing decision making, behaviour and practice in the organization which comply with the standards of fairness. Marketing aims at creating a competitive advantage which creates value for the organization as well as the customers. Organizations are free to set and implement their standards and practices which is required for their own benefit. However, considering the advancement in our economic system, it is crucial in today’s world for them to not just supply products but also adhere to the ethical standards. In a way ethics is another variable that influences marketing advantage of the organization. Ethical marketing leads to positive sentiment among the current and prospective customers which leads to a better image of the company in the market and also more acceptances of its products by the customers. Unethical marketing by an organization can harm or annoy the customers that could lead to resentment, lack of trust, lost business and sometimes even legal actions. There are also businesses that are set up because their founders believe strongly about an issue and prefer dealing with it through a business. A company needs to be sensitive to the needs and expectations of all its stakeholders. Here stakeholder refers to everyone who is influenced or can be influenced by its products and services. The need for companies to behave responsibly has......

Words: 1196 - Pages: 5

Premium Essay

Advertising Campaign

...Advertising Campaign Romesee Davis Strayer University Lithonia Campus Marketing Communications January 28, 2016 Prepare an overview of the product, its brand category, and the niche that it is intended to fill. The product I will be promoting are all natural bath essentials, such as, bath soaps, body lotions, candles, and body scrubs. The name of the product is called Jill’s Love. There are a few reasons I named the product after my mother, Jill. One is because I feel my mother’s love is so caring and nurturing and that is what I want my brand to reflect. Secondly, the name Jill is simple and love is simple. Bath essential products are for you to care for your skin deeply and when you are using the product you feel more love for yourself. My product is to get the consumer more in tune with their bodies and skin care naturally. The niche market is target to women ages 14-60 who do not want to spend a fortune for loving their skin. The cost will range from $ 6-$35, which is rather reasonable as opposed of today’s competitors. This may seem as wide demographic age, but I choose this niche market because young ladies from the age of 14 start to care about different fragrances to make themselves feel like ladylike. Ladies from the age of 20-40 focus on their sensuality and pampering themselves after a hard day at work. The ladies from the age of 40-60 want to keep their skin rejuvenated and firm. Imagine this, you wake up in the morning rushing to get the day......

Words: 1496 - Pages: 6

Premium Essay

Corporate Social Responsibility

...With the rapid global economy growth and social development, increasing attention and focuses are put upon organisations’ operational ethics. Business operation has transformed from simply making financial profit into a broader sense of responsibility, as the ethical aspects of business operation is closely linked to the long term sustainability of organisations, increase number of organisations are shifting their focus away from making financial profit to making social and environmental contributions(Pedersen: 2015). This essay will discuss the importance of corporate social responsibility by firstly analyse the negative impact on organisations if corporate social responsibility is not valued and fulfilled, then will analyse the benefit and positive influence of corporate social responsibility through actual organizational examples. Corporate social responsibility is closely linked to the long term sustainability of the company in many important aspects. Firstly, failure in being socially responsible can cause serious damage to the long sustainability of the company. Several years ago, American retailer GASP was one of the most popular and profitable fashion retailer in Australia, but with its discriminative standpoint towards consumers generated enormous discontent from the general public(Burns: 2011). Due to their irresponsible conduct, the company was facing extreme level of social pressure from consumers, eventually it was forced out of the Australian market. In......

Words: 1241 - Pages: 5

Premium Essay

Societal Marketing

...marketing concept is an enlightened marketing concept that holds that a company should make good marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests. (It is closely linked with the principles of corporate social responsibility and of sustainable development). The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be suitable in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being. Most companies recognize that socially responsible activities improve their image among customers,...

Words: 1034 - Pages: 5