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Branding (Ethical considerations (Murphy and Laczniak's seven…
Branding
Ethical considerations
Influence
Peer pressure
Social relations
Sponsorship
Murphy and Laczniak's seven essential basic perspectives
People forst
Behavioural standard above the law
Responsibility
Morality in employees
Core ethical principals
Stakeholder orientation
Delineate ethical decision-making protocal
Key issues
Differing standards of consumer protection
Utilising differing legal regs
Self-regulation
Exporting consumerism and increased homogenisation
Loss of local culture
Movement of perceived value
Increased levels of waste
Single-use culture
Low-income consumer targetting
Exploitation
Informed decisions?
Dissatisfaction if beyond reach
Increases gap between affluent and poor
Geographical segregation of operations
Differing standards
Tax evasion
Corporate social responsibility
Climate change
Labour practices
Influence consumers
Trust
Loyalty
Reputation
Conduct
Impact
Perspectives
Right thing
Expected
Self-interest
Strategic Corporate Responsibility (SCR)
market opportunity
Worker perspectives
Modern-day slavery
High agency costs
Labour violations
Typically foreign workers
Debt bondage
E-waste
Hazardous to environment
Physical effects
Consumer perspective
Wide variation
Exclusivity
Readily attainable
Global context
Innovation
Branding evolution
New products
Key to sustaining
Glocal branding
Product adaptions
Marketing adaptians
Brand types
Global
Same globally
Advantages
Economies of scale
Stream of innovations
International image
International
Some elements the same
Local
Single country/geographical area
Flexibility in needs
Flexibility in marketing mix
Insulation from damages elsewhere
Close customer relationships
Tribes/Communities
Heterogeneous network
Shared passion/emotion
Roles
Adherents/Devotees
Practitioners
Participants
Sympathisers
Features
Belonging
Rituals and traditions
Moral responsibility/obligation
E.g. Facebook groups
Alternative
Segmentation
Global Positioning Marketing
GPS
Location-based
Automatic
Brand naming
Encapsulating associations
Convey benefits
Allow for growth
Not offensive
Trademarkable
Spectrum
Company as brand name
Strong company endorsement
Weak company endorsement
Individual brand name
Trademark potential
Coined
Made-up
Arbitrary
Existing word
No connection
Suggestive
Infers nature/benefits
Descriptive
Describes characteristics of offering
Generic
Synonymous with product
Untrademarkable
Brand naming process
Specify objectices
Candidate brand names
Evaluation
Choice
Trademark
Key concepts
Brand Identity
Sender's side
What it stands for
Creator
Potential mismatch
Kapferer's brand identity prism
6 facet's
Physique
Define sender
Personality
Culture
Relationship
Bridge gap
Reflection
Define recipient
Self-image
Strong
Few words per facet
Different words
Strong words
Brand image
Receiver's side
Perception/Interpretation
Consumers
Internal formulation
Brand reputation
External evaluation
Past actions
results
ability
Brand equity
Monetary value
Indicators
Brand recognition
spontaneous recall
Buyer's consideration set
brand consumption
Power
Purchase of brands by other organisations
Brand content
Non-product engagement
Typically online
Content to engage/inform
Desire to share
Nature/Roles
For organisation
Enable premium pricing
Deter competitors
Facilitate new market entry
Increase bargaining power
Command royalties through licensing
Benefit sales
Encourage customer loyalty
Guarantee future income
For consumer
Identification and cost of searching
Cues to product info
Inspire trust/confidence
Reduce perceived risk
Communicate associations
Swimulate emotional rewards
Nostalgia
Identity
Fulfilment
Logo
Image and colours
Brand recognition
Packaging and labelling
Further communication
Appealing
Secure
Sustainability
Information