• The Big Picture
• 44 min
  1. Qualitative market research

  • Prof. Jimmy Hill
• 45 min
  2. The move to insight - Implications for qualitative researchers

  • Mr. Steve Wills
• Looking at the Detail
• 49 min
  3. Semiotics and market research (the other half of the equation)

  • Ms. Virginia Valentine
• 32 min
  4. Advances in observational research

  • Prof. Amanda Broderick
• 31 min
  5. Personal contact networks: an overview and application

  • Prof. Jimmy Hill
• 37 min
  6. Ethical branding

  • Prof. Anthony Patterson
• 41 min
  7. Getting inside consumers' heads

  • Mr. Neil McPhee
• 28 min
  8. Understanding minorities

  • Ms. Rezina Chowdhury
  • Ms. Amrita Sood
• A Glimpse of the Future
• 34 min
  9. Co-creation rules

  • Mr. James Cherkoff
  • Mr. Johnnie Moore
• 34 min
  10. Happiness, values & society - Gross National Happiness in Bhutan - Lessons for the UK?

  • Dr. Sheila Keegan

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. 'Ethics' and 'branding'
3. History of branding
4. Perhaps all marketing is unethical?
5. Guidebooks for ethical consumption
6. Ethics and education
7. Environmental concerns
8. Response to the surge in ethical consciousness
9. The oil companies
10. The supermarkets
11. Coca Cola
12. Fast food chains
13. Heart Attack Grill
14. Greenwashing
15. Greenwashing and consumers (1)
16. Greenwashing and consumers (2)
17. Ben and Jerry's
18. Marks and Spencer
19. Why build ethical brands?
20. Deeper reasons
21. Firms do face genuine ethical dilemmas
22. Recognise, analyze and resolve ethical dilemmas
23. Ethics is a source of marketing advantage
24. 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

Links

Series:

• Qualitative Market Research

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008