(Corporate) Ethical Branding

François Maon, Adam Lindgreen

Research output: Chapter in Book/Report/Conference proceedingEncyclopedia chapterResearchpeer-review


At the corporate level, ethical branding efforts include acting morally, recognizing social and environmental responsibility, being accountable for the company’s actions, and creating value for customers and other stakeholders. Developing a corporate ethical brand can have positive implications for brand-related outcomes, such as trust, satisfaction, and loyalty. Yet the best means to develop and sustain an ethical brand are not straightforward. The various approaches available to establish an ethical brand remain complex, with no guaranteed recipe for, nor measure of, success. Shaping ethical corporate brands also requires acknowledging the influences of both the context and the time. The company and its managers must anticipate stakeholder reactions and continuously negotiate meanings with a multitude of social actors who seek out brands that reflect their values and lifestyle choices.
Original languageEnglish
Title of host publicationElgar Encyclopedia of Corporate Communication
EditorsKlement Podnar
Number of pages5
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Publication date2024
ISBN (Print)9781802200867
ISBN (Electronic)9781802200874
Publication statusPublished - 2024
SeriesElgar Encyclopedias in Business and Management series


  • Corporate brand
  • Ethical marketing
  • Stakeholders
  • Business ethics
  • Corporate social responsibility
  • Sustainability

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