ethical branding and corporate reputation pdf

Ethical Branding And Corporate Reputation Pdf

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This paper explores the concept of ethical branding and its link to corporate reputation.

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Ethical Branding

This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co-creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces at work among the stakeholders of a company. Keywords: corporate branding , corporate reputation , symbolic management , Novo Nordisk , marketing perspective , organisational perspective , co-creation perspective , corporate brands , formal brand management , stakeholders. Her research interests are located at the interfaces between organizational culture, organizational identity and image, corporate branding, and reputation.

The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe. The obtained results using SEM by P. This study is a pioneering attempt in Iran to measure the impact of corporate reputation on brand differentiation strategy. However, a good recognition of a company also helps the customer to decide better. The signals sent by a firm through its reputation, advertisements, and products price are usually interpreted differently by their customers.

Chapter 7 Brand image, corporate reputation, and customer value

The purpose of this paper is to explore the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research. In the conventional brand models the value of brand equity is defined and measured by its economic performance in financial terms. This model has a number of deficiencies. First, two basic elements are missing: legality and ethics, which form the foundation of brand equity.

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: Purpose — The purpose of this paper is to explore the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research. View via Publisher.


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Ethical branding and corporate reputation

Handbook of Spirituality and Business pp Cite as. The notion of ethical branding emerged in Europe in the s. It accompanied the emergence of ethical consumerism, which represented a segment of less than 5 percent of consumers in western markets but significant enough to those NGOs and church-based organizations calling for a fair deal for developing world farmers in particular, and for fairer supply chains more generally.

Handbook of Spirituality and Business pp Cite as. The notion of ethical branding emerged in Europe in the s. It accompanied the emergence of ethical consumerism, which represented a segment of less than 5 percent of consumers in western markets but significant enough to those NGOs and church-based organizations calling for a fair deal for developing world farmers in particular, and for fairer supply chains more generally. The fair-trade movement, exemplified by Max Havelaar Switzerland and the Fairtrade Foundation UK , began to gain media coverage for their claims that brands, and coffee brands in particular, were exploiting farmers in the developing world. Skip to main content Skip to sections.

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Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive.

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An ethical brand enhances the firm's reputation; such a reputation reinforces the brand in turn. On the other hand, any unethical behaviour will.

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