Ethical Branding and Marketing: Cases and Lessons (Routledge Advances in Management and Business Studies)

"Ethical Branding and Marketing: Cases and Lessons provides current perspectives on fascinating global cases focusing on the specific combination of the two fields of "ethics" and "branding," on their relationship, and on how that joint perspective shapes brands, companies, business strategies, and the market itself. In a contemporary environment of 'truthiness' and fake news, it is more important than ever to review core principles of ethics and to reassess how these principles apply to today's branding and marketing practices. This book addresses practices in ethical branding and corporate culture. It includes such topics as truth, integrity, value, vulnerability, and differentiation. Collectively, these cases provide a contemporary overview of intriguing scenarios and best practices in ethical branding. The book provides the reader with real, updated insight into ethical decision making; helps students integrate ethics, branding strategy, and real life, complex situations into an effective learning process; and provides the reader with up-to-date ethical branding cases from around the world"--Publisher's description Cover 1 Half Title 2 Series Page 3 Title Page 4 Copyright Page 5 Dedication 6 Contents 8 List of “Check Your Understanding” 10 Preface 12 Acknowledgements 16 1 Older Adults, Aggressive Marketing, and Unethical Behavior: A Sure Road to Financial Fraud? 18 2 Twitter Me This: Fake News, Real Issues, and the Twitter Presidency 36 3 Ethical Branding in Franchising: Implications for Brand Values and Corporate Culture 52 4 Lessons from the Housing Crisis Support a Formal Fiduciary Standard in For-Profit Higher Education 67 5 Bayer, Ethics, and the Anthrax Scare: Leveraging National Crisis for a Public Relations Bonanza 86 6 Is Academe Cheapened by Branding: Universities and Programs? 97 7 Ethical Branding, Homeowner Associations, and Judicial Review Using a Socially Responsible: Administrative Law “Hard-Look” Standard 109 8 Ethical Branding Best Practices: A Study of Fabindia in the Context of Social Business 132 9 Happy Brands and Ethical Implications 142 10 Slavery, Chocolate, and Artificial Intelligence: Brands Ethical Dilemmas in a Modern World 160 11 Jardine Matheson: Drugs, War, and Empire 176 12 Ethics and Celebrity Advertising: Cases in the Indian Advertising Industry 190 List of Contributors 202 Further Readings 208 Index 210 Edited By Hagai Gringarten And Raúl Fernández-calienes. Includes Bibliographical References And Index.