Ethical Brand Image & Corporate Goodwill: Issues & Challenges

This paper explores the concept of ethical branding and its link to corporate goodwill. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research. A corporate brand is a vital part of the corporate goodwill management. An ethical brand enhances the firm’s goodwill; such goodwill reinforces the brand in turn. On the other hand, any unethical behaviour will severely damage or even destroy the total intangible asset as evidenced by the recent high profile corporate scandals. Ethical branding could provide the company with a differential advantage as a growing number of consumers become more ethically conscious.