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Printable Handouts
Navigable Slide Index
- Introduction
- 'Ethics' and 'branding'
- History of branding
- Perhaps all marketing is unethical?
- Guidebooks for ethical consumption
- Ethics and education
- Environmental concerns
- Response to the surge in ethical consciousness
- The oil companies
- The supermarkets
- Coca Cola
- Fast food chains
- Heart Attack Grill
- Greenwashing
- Greenwashing and consumers (1)
- Greenwashing and consumers (2)
- Ben and Jerry's
- Marks and Spencer
- Why build ethical brands?
- Deeper reasons
- Firms do face genuine ethical dilemmas
- Recognise, analyze and resolve ethical dilemmas
- Ethics is a source of marketing advantage
- Conclusion
Topics Covered
- History of branding ethics
- Greenwashing
- Case studies: Ben & Jerry's and Marks & Spencer
- Why build ethical brands?
- Recognising, analysing and resolving ethical dilemmas
Talk Citation
Patterson, A. (2008, May 22). Ethical branding [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 23, 2024, from https://doi.org/10.69645/RTDQ7649.Export Citation (RIS)