Importance of Ethical and Sustainable Branding in Building Corporate Image

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Brand Strategy and Management
Essay
8/1/2018
Student Name

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Introduction
Branding is one of the most important means of marketing and selling products to
consumers and brands are one of the most significant purchase selection criteria among
consumer. A brand reflects the reputation and goodwill of the company and its product. The
brand has the capability to change the minds of the consumers can be positively or negatively
while including an environmental perspective (Pookulangara & Shephard, 2013). Company’s
brand plays an important role in the managing the stability of brand in the market. The brand
has the capability to enhance the firm’s status, which ultimately reinforces the brand in turn.
This branding is used by the businesses to signify the additional value in the product and
services offered by the organization in terms of environmental benefits. Another advantage is
given to the consumer using the product as they are getting the product, which is sustainable
in nature and cannot harm the environment (Racked, 2018).
Overview of topic
A brand can only be said to be sustainable in nature when there is credible change,
which is taken into consideration by the relevant customers. A brand has the ability to evoke
the positive as well as negative feelings in the individual. This feel is finding especially in
reference to the sensitivity of a person on social and ecological issues pertaining in the
environment. These are also called the green brands, which are associated with the
environmental conservation, and sustainable business practices (The Branding Journal, 2018).
The ethical and sustainable branding theory relates to the benefit that the society is
getting from the product and service. By using this theory in the product and services of the
company, the economic performance of the company has taken the heights in which their sale
tends to increase. This will also help in increasing the goodwill of the firm to get a peak in the

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market. Use of the sustainable energy sources in the environment makes the image of the
organization positive in the market, which able to grab the large customers to firms
(Blombäck & Scandelius, 2013).
Another advantage that these theories give is to change the face of the society.
Humanitarian perspective has been used in this theory. The logical outcome of one group is
to protect or increase the political, social, and economic welfare at large at the expense of
another group. This is simply done by using the ethical and sustainable branding in the
operations of the business. This will enable to survive for the long term in the market without
any interventions of government (The Good Trade, 2018).
Strategic considerations
Stakeholders
It is important that brand fights for human rights and for their employee's wellbeing.
This include gender equity within the teams at management level in meetings, no discernment
as to the nationality, race, religious beliefs, class or political opinions, professional growth of
employees, good working conditions in the organisation to sustain, and zero tolerance for
corruption, disrespect, harassment or dishonour behaviour (Peloza, White & Shang, 2013).
However, the branding not only affects the consumer and employees. Other
stakeholders are directly affected by the company’s activities. An ethical brand needs to have
a focus and concern for the other remaining stakeholders too and show them respect. Other
stakeholders include shareholders, investors, government, suppliers, distributions, employees,
consumers, surrounding communities, partners, competitors, and the public good. The
relationship with the stakeholders can be sustained only when there is a long-term trusting
between the company and its related parties. Proper use of communication between the