ETHICS IN BRANDING - Open Access Brunel.pdfVIP

Post Print This article is a version after peer-review, with revisions having been made. In terms of appearance only this might not be the same as the published article. ETHICAL BRANDING AND CORPORATE REPUTATION Corporate Communications: An International Journal, Volume 10, Number 4, 2005 , pp. 341-350(10) Ying Fan Department of Marketing University of Lincoln Brayford Pool Lincoln LN6 7TS ENGLAND 44-1522-886345 yfan@lincoln.ac.uk Key Words corporate brand, branding, brand equity, corporate reputation, CSR, marketing ethics ETHICAL BRANDING AND CORPORATE REPUTATION Abstract This paper explores 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. A corporate brand is a vital part of the corporate reputation management. An ethical brand enhances the firm’s reputation; such a reputation reinforces the brand in turn. On the other hand, any unethical behaviour will severely damage or even destroy the total intangible asset as evidenced by the recent high profile corporate scandals. Ethical branding could provide the company with a differential advantage as a growing number of consumers become more ethically conscious. Introduction There has been a growing research interest in the area of busines