Ethics Effect on Branding

Ethics play a large role in terms of the branding of a business. In order to gain public

support, a business must demonstrate strong ethics and values that do not go against shareholders. This is an important aspect in marketing, especially for current and future generations. Gen Z has been known to prefer a company who values ethics over profits, meaning that new businesses would benefit from integrating their core values into their mission and vison statements. This idea comes back to trust and building rapport with the customers to increase customer return rate and retention. Creating brand awareness and equity through demonstrating strong morals will build a strong foundation for the business to grow its vision.

A business has the responsibility to its community to operate under appropriate values. Establishing these said values early on will help the business navigate through the constant evolution of growth. While ethics and values are important for any business, creating a strategic plan that is targeted towards a business centered around ethics is another style that effects branding. Creating a brand is a revolving door of ideas, planning, and most importantly a vision. Ethics will always play a role in the vision and mission of a company, because it is the basis of the foundation.

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Cambridge University Press