Ethical Branding and Marketing

8     Ethical Branding Best Practices

A Study of Fabindia in the Context of Social Business

Dinesh Kumar and Punam Gupta

Introduction

A brand is a method of differentiating the products of a business with respect to other companies and brands (adapted from American Marketing Association, 1960). It creates emotional bonds with customers, turning brands into icons. Very often, brands go beyond products of a company but begin to represent the firm.

Branding is an important function in marketing that gives an identity to products and companies. It involves building organizational relationships with all stakeholders, including customers. Branding is a well-known construct that is a common area of study in marketing. It is less common to find ...