brands
Branding sustainability: Opportunity and risk behind a brand-based approach to sustainable markets
The need for sustainable market exchange
Ethics of the brand
Ethical brands have risen to prominence in recent years as a market solution to a diverse range of political, social and, in this case most interestingly, ethical problems. By signifying the ethical beliefs of the firm behind them, ethical brands offer an apparently simple solution to ethical consumers: buy into the brands that represent the value systems that they believe in and avoid buying into those with value-systems that they do not believe in.
