Strategic Brand Management and Development

Chapter7

Brand ethics, social responsibility, and sustainable consumption

Chapter aims and learning outcomes

This chapter corresponds to the second stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. designing and implementing brand marketing programmes (see Figure 7.1), and explores branding and consumption from an ethical and societal perspective. In particular, it aims to achieve the following:

1.Define ethics and corporate social responsibility (CSR) and explore their implications for brands in postmodern society.

2.Discuss the two main traditions in moral philosophy and their implications for branding.

3.Explore the processes organisations can follow in order to incorporate ethics and CSR in their brand ...