Branding For Integrity – Going Beyond Ethics
- Topics:
- Brand Strategy
- Source:
- Siegel & Gale
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Overview: From the executive summary: ‘A company’s integrity and its brand stand on common ground. Both are designed to earn the trust of stakeholders, and share important traits in service to the goals. First, the company’s integrity and its brand both imply a promise to behave in a manner toward others that is inherently positive. In turn, that promise calls upon everyone in the organization to carry the message, in word as well as deed. Second, the brand and integrity are both comprehensive in nature, and they influence all constituencies simultaneously. No group of stakeholders goes unaffected by the integrity of a company, or untouched by the brand. Third, the company’s integrity and its brand both mirror its values. Thus, a brand should be a proxy for value creation; a statement about the proprietary contribution the company is capable of making in the marketplace. In similar fashion, a company’s integrity also stands as a measure of the contribution.’ The paper examines the role of integrity in branding.
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Format: HTML | Date: Jan 2003 | Pages: 1
