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Essay / Research Paper Abstract
A 5 page paper. Are there practices in branding that would be considered unethical? The writer concludes there is at least one practice that fits the criteria. In general, the writer concludes that it is the business practices of the company that can be judged as ethical or unethical. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGbrdet.rtf
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Unformatted sample text from the term paper:
as much as 40% according to the visitors profile. Another site displays results based on the visitors neighborhood, with rich white neighborhoods getting one set of results and poor black
ones getting another. * A software vendor with dominant market share issues a press release about the immediate introduction of a major new product. It seeks to "freeze"
the market and block competitive inroads, even though it knows the product wont be ready for months or even years. * Well-known Wall Street analysts issue "strong buy" recommendations on
firms that their organizations have just taken public. These are just three of several Wreden presents; they all deal with brand names that people trust and they all deal with
Internet tactics from these companies. Brand value is built on trust, the consumer trusts the company who owns the brand to give quality service and products and to be honest
in their dealings (Wreden, 2001). Costa asserted that CEOs are the ultimate persons responsible for the companys profit level and as a result of the market conditions and consumer
demands, CEOs are finding that they must become involved in marketing efforts (1996). The reason, according to Costa is that "the bottom-line is increasingly affected by the quality,
stature and worth of a companys brands. The loyalty of customers to brands, and the premium they are willing to invest to have that brand, represent real financial gains and
results" (Costa, 1996). One example of the importance of branding is the ten year alliance agreement that Disney and McDonalds developed (Costa, 1996). Branding is powerful because it provides emotional
security to the consumer; it also offers a company a competitive advantage (Costa, 1996). Consumers come to rely on brands and expect certain things from them. Toyota and
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