Does an ethical stance strengthen a brand?
Does an Ethical Stance Strengthen a Brand?
In recent years the ethical stance of companies has been debated both in the media and by the public and, as with every aspect of an organisation?s communication, it has a significant role to play in the way customers perceive brands. More and more people are put off by brands with a poor moral image - even boycotts are not uncommon - and a commitment to a strong moral position can also be extremely beneficial in building a reputation. In this article Linda Bishop takes a look at the ways in which ethics contribute to brands.