Ethical Branding in Marketing

The area of business and marketing requires more research in ethics. In ethics all issues except branding has been much studied after an extensive literature research. Brands exist for well over a thousand years, but no one society has given such importance to branding ethics as witnessed today. Brands are prevalent in every aspect of life, food and clothing, production and consumption, personality and life style, even from pop culture to politics. Branding is nothing just adding value to products; branding promotes the lifestyles and it becomes the kind of culture. Brands have effects beyond the fields of advertising and marketing; and branding is considered as social and economic construct. Brands are studied from both marketing and financial perspectives. Social construct has been less focused owing to death of academic research in this area. Advertising is an important element of the marketing but branding is at the center of communication in marketing. Problem lies in branding strategy that impacts the advertising.

What is ethics in branding and how it affects the new trends in marketing? The following points are correlated with our research area as: