This document discusses ethical branding strategies for corporations. It defines a brand as a name, term, sign, or design used to identify and differentiate a seller's goods or services from competitors. Ethical branding relates to moral principles that define right and wrong in branding decisions. An ethical brand should not harm people, create insecurity or inadequacy, or encourage base instincts like jealousy. It should not monopolize or encourage instant gratification over contributing to the public good. The document provides examples of ethical dilemmas in branding, including commercialization of children and gender stereotyping in toys. It also defines key terms like stakeholders, caveat emptor, and unique and emotional selling propositions.

1. Topic: Ethical Branding Subject: Corporate
Communication
Faculty: Dr.Nigam Dave
Nigam.Dave@spt.pdpu.ac.in
Key Learning (s): Unit Essential Question(s):
Concept: Concept: Concept: Concept:
Lesson Essential Points Lesson Essential Points Lesson Essential Points Lesson Essential Points
Concept:-Brandsdominateour livestoday. They have
been in existencefor many years. They have pervaded
our livesso much that it isalmost impossible toimagine
a life without brands. From morning toothpaste to
mosquito matsat night brandstake importantplacein
our lives. We explore here ethical waysto promote
brands.
Branding/ Branding Strategies/
Ethical Branding /Case
Studies
(1)Show how a corporation can
ensure its corporate citizenship
with ethical branding strategies.
Optional Instructional Tools
While writing your answers,
cite examples from real life.
First write down all points at
the start of your answer as
‘Key Concepts’
What is a Brand? What is Ethical Branding? What should ethical
brand do?
Other Points Discussed
“A brand is a name, term, sign,
symbol, or design or a
combination of them, intended
to identify goods or services of
one selleror group of sellers
and differentiates them from
those of the competitors.” (The
American Marketing
Association)
Ethical branding relates to
certain moral principles that
define right and wrong
behavior in branding decisions.
A brand needs to be evaluated
not just from the economic or
utilitarian criteria but also by
moral ones.
An ethical brand should not
harm people, should not create
a feeling of insecurity or
inadequacy in the minds of the
consumer, should not
encourage base instincts like
jealousy, should not encourage
instant gratification of
emotions, should not
monopolize and should
contribute to the public good.
Not everything is in black white
Caveat Emptor
Buyer’s Obligations
Seller’s Obligations
Emotional Selling Proposition
Brand Perception
Why ethical branding?
Ethical Dilemmas
Commercialization of Children

2. Vocabulary: Vocabulary: Vocabulary: Vocabulary:
Additional Information:
Branding, Ethical Branding,
Brand as Password in restricted
group, Friedman Concept
‘Cradle to Grave Loyalty’,
Gender Stereotyping in Toys.
Stakeholder, ‘As-is-where-is’
concept in selling, caveat
emptor, USP and ESP
Surrogate Advertising, Ethical
Dilemmas, Difference between
‘having’ and ‘being’.
Examples Discussed in Class:-Shackleton’s Polar Expedition, Cadbury’s Worms, Volvo Monster Truck Case, Surrogate Examples of Smirnoff, McDowell on Indian TV,
Advertisements of Medicine on Indian TV, Film Fare Awards, Children Animations prepared to sell toys, Indian Railways Vs.Arunima Case, Case of Ford Pinto, Ethical
Allegations against Fair& Lovely Ads, Concordia Ad, Barbie Doll Syndrome.