Ethics in Global Brand
Management
Lecture two:
Ethics and Global Marketing
Planning
What is marketing?
• Marketing involves:
– Focusing on the needs and wants of customers
– Identifying the best method of satisfying those
needs and wants
– Orienting the company towards the process of
providing that satisfaction
– Meeting organisational objectives
What is global marketing?
• Notion of a 'borderless' global marketplace
• Marketing operations that cross political and
cultural boundaries
• Maximising opportunities in the search for global
competitive advantage
• Adding to stakeholder value
• Exporting / International marketing / global
marketing
Global Marketing management
Lee and Carter, 2012
The whole brand model
How I would
describe the Brand
What the Brand
does for me
Facts & Symbols
RATIONAL
CORE
EMOTIONAL
How the Brand
makes me look
Brand Personality
How the Brand
makes me feel
The whole brand model
What the Brand
does for me
“Verbs that
describe what the
Brand physically
delivers”
RATIONAL
Washes whiter
Refreshes
How I would
describe the Brand
Facts & Symbols
Nourishes
Saves
Energy
CORE
EMOTIONAL
How the Brand
makes me look
Brand Personality
How the Brand
makes me feel
The whole brand model
What the Brand
does for me
“Verbs that
describe what the
Brand physically
delivers”
RATIONAL
Washes whiter
Refreshes
How I would
describe the Brand
Smooth
Facts & Symbols
Nourishes
“Adjectives that
help articulate
and position the
Brand physically”
Triangular
Expensive
Healthy
Saves
Energy
Green
CORE
EMOTIONAL
How the Brand
makes me look
Brand Personality
How the Brand
makes me feel
The whole brand model
What the Brand
does for me
“Verbs that
describe what the
Brand physically
delivers”
Washes whiter
Refreshes
Smooth
Facts & Symbols
Nourishes
“Adjectives that
help articulate
and position the
Brand physically”
Triangular
Expensive
Healthy
Saves
Energy
RATIONAL
How I would
describe the Brand
Green
CORE
EMOTIONAL
Stylish
Naive
How the Brand
makes me look
“What other people would
say about you were you to be
seen talking with this Brand“
Powerful
Brand Personality
Cheap
How the Brand
makes me feel
The whole brand model
What the Brand
does for me
“Verbs that
describe what the
Brand physically
delivers”
Washes whiter
Refreshes
How I would
describe the Brand
Smooth
Facts & Symbols
Expensive
Nourishes
Healthy
Saves
Energy
RATIONAL
“Adjectives that
help articulate
and position the
Brand physically”
Triangular
Green
CORE
EMOTIONAL
A good
mother
Stylish
Naive
How the Brand
makes me look
“What other people would
say about you were you to be
seen talking with this Brand“
Powerful
Brand Personality
Cheap
Dynamic
Vibrant
Sophisticated
How the Brand
makes me feel
“How I feel emotionally
when I interact the brand.
The elements that reinforce
what I truly feel about myself“
The whole brand model
What the Brand
does for me
“Verbs that
describe what the
Brand physically
delivers”
Refreshes
Arrogant
Childish
Naive
Powerful
Expensive
Ferrari Red
CORE
Caring
“What the brand would be
like if it were a person”
Green
A good
mother
Charming
Brand Personality
Cheap
“Adjectives that
help articulate
and position the
Brand physically”
Triangular
Golden arches Healthy
Nike Tick
Stylish
“What other people would
say about you were you to be
seen talking with this Brand“
Facts & Symbols
Coke Bottle
Saves
Energy
How the Brand
makes me look
Smooth
“Iconic brand elements that
trigger recognition“
Nourishes
RATIONAL
EMOTIONAL
Washes whiter
How I would
describe the Brand
Dynamic
Vibrant
Sophisticated
How the Brand
makes me feel
“How I feel emotionally
when I interact the brand.
The elements that reinforce
what I truly feel about myself“
The marketing concept
• Segmentation
• Targeting
• Positioning
Building sustainable competitive
advantage
New products and processes for
international markets
The product lifecycle
The International Product Lifecycle
Sales
Home country
Country A
Country B
Time
Building sustainable competitive
advantage
Product portfolio management
High
Market Growth Rate
STAR
?
QUESTION
MARK
Growth stage
Introduction stage
Build market
?
Maturity stage
Decline stage
Harvest market
Divest market
CASH
COW
DOG
Low
High
Relative Market Share
Low
BCG/ Boston matrix
Ethical brand challenges
Ethical brand challenges
Definition of ethical marketing
'Ethical marketing refers to practices that
emphasise transparent, trustworthy, and
responsible personal and / or organisational
marketing policies and actions that exhibit integrity
as well as fairness to consumers and other
stakeholders.'
Murphy et al, 2012, Ethics in Marketing:
International Cases and Perspectives
An ethical perspective
• Ethical marketing puts people first
– Create products and services that have a
perceived and real social benefit.
– Essential for sustainable competitive
advantage.
• Ethics is an applied discipline.
Seven basic perspectives:
Approach from Murphy et al, 2012
1. Ethical marketing puts people first.
2. Ethical marketers must achieve a behaviour
standard above the law.
3. Marketers are responsible for whatever they
intend as a means or end with a marketing
action.
4. Marketing organisations should cultivate
better (i.e. higher) moral imagination in their
managers and employees.
5. Marketers should articulate and embrace a
core set of ethical actions.
6. Adoption of a stakeholder orientation is
essential to ethical marketing decisions.
7. Marketing organisations ought to delineate
an ethical decision making protocol.
Business perspective one:
• Societal benefit:
Ethical marketing puts people first
• Do not treat people as a means to a profitable end.
• Flouting this can add costs to the average
marketing transaction.
Net benefit to who?
• Society or the individual consumer?
–
–
–
–
–
Tobacco
Credit cards
Alcohol
Video games
Food
• These are the second-order, or even third-order effects
of marketing practice that can raise ethical questions
Business perspective two:
• Ethical expectations for marketing must exceed
legal requirements
– The law represents the lowest common denominator
of expected behaviour for marketers.
– The formalisation of restrictions by law typically lags
behind public opinion.
• Ethics and the law are connected but are not the
same thing
Political / Legal environment
• Three dimensions:
– The home country
– The host country
– The international trading environment
Ethics and the law
• Legal systems in some areas may be
underdeveloped.
• Country may not have a democratic
system
– Legal system may reflect the interests of the
ruling class.
Ethics and the law
• Ethics embodies higher standards than law.
• Ethics assumes more duties than law.
• Those companies that view themselves as
ethical marketers aspire to a higher standard.
• Even in democracies, the legal system
cannot be a substitute for personal and
organisational responsibility.
Ethics in Global Brand
Management
Lecture two:
Ethics and Global Marketing Planning
Tutor: Giovanna Battiston
 g.battiston@shu.ac.uk
Role play activity
Activity
You have just graduated from university and you have
been appointed as a Marketing Officer at Starbucks. As
part of your training scheme, you have been asked by
senior management to work with other new marketers in
your team to deliver a 20-minute presentation in
response to the following question:
Advise Starbucks on whether its brand is currently
considered to be ethical in the marketplace and what
measures it can take to improve its position.