Preface
The Ethical Branding book is unique because it is ethical branding focused. It provides current perspectives on fascinating global cases. The approach is to focus on the specific combination of the two fields of “ethics” and “branding,” on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself.
In a contemporary environment of “truthiness” and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today’s branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. ...
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