How Social is Your Brand?

How Ethics & Values Affect Brand Loyalty

Importance of Social Values-

Is marketing only motivated by incentives that are emotionally manipulative to moral behavior?

Marketing has changed from the selling and profiteering focus to the ethical production and conscious consumption focus

Businesses cannot succeed in a failed society; so has it become a question of culture and values over wealth?

Compiled by author from source: papersssrn.com

Ethics Vs. Values-

Ethics:Rules that

are set for a society or

an organization rather than

for an individual

Ethics are based on

moral values

Values:Everyone

has a set of values

through which they

look at things

Each individual holds a set of beliefs they think to be true

Compiled by author from source: differencebetween.net

6 Ethical Values-

Honesty

Responsibility

Fairness

Respect

Transparency

Citizenship

Be forthright in dealings

Offer value and integrity

Serve the needs of customers of all types

Protect the information of consumers

Acknowledge the basic human dignity of all people

Create a spirit of openness

Giveback to the community

Protect the Environment

Compiled by author from source: cleverism.com

Understanding the Difference-

Ethics: Social Responsibility:

Social Responsibility Considers the Total Effect of Your Practices

on Society

Ethics Focuses on

the Marketing

Groups Decisions

Compiled by author from source: cleverism.com Image Source: Google Images

Interdependency-

Brands and consumers are interdependent, an attribute that is enhanced to the extent that brands are:

Animated

Connected

Distributed

NetworkedHumanized

Individualized

Socialized

Compiled by author from source: idr.is Image Source: Google Images

Building a Positive Brand-

Having the highest ethical

standards will become the

role model for excellence

Could be named in

"Best Places to Work" surveys

Attracting talented

employees; helping you

build a competitive

edge

Ethical businesses find it easier to attract customers

Consumers' views of how they will be treated affects their willingness to purchase products

They don't have to be concerned about being sold inferior merchandise or being charged for unnecessary repairs

Compiled by author from source: smallbusiness.chron.com

Personal Connection-

The More Effectively an Organization Can Personally Connect its Brand Attributes to Relevant Purchase Motivations, The Better They Will Resonate in the Consumer Mind

When done well, brands can positively influence the likelihood of purchasing their brand over another

The best persuasive connects the topic to values held most dear to the person being persuaded

Compiled by author from source: merkleinc.com Image Source: Google Images

Best Practices-

Consumer Satisfactio

n

Innovative Ideas

Offer Long-Term

Benefit

Company Practices Should be Based on:

Compiled by author from source: cleverism.com

Social conscious marketing tackles the flaws of

traditional marketing practices and follows the philosophy of mindfulness

and responsibility

Important Influencers-

Just Like Social Values Influence

How People Vote in Elections…

Social Values Also Influence

Purchasing Decisions

Social values also play a greater role in fostering and strengthening brand loyalty 

Marketers should understand the social values held by their targets or risk alienating them

Compiled by author from source: ama.org Image Source: Google Images

Personal Relevance Bridge-

Attributes

Attributes of a

product or brand

Functional Consequen

ces

Perceived benefits

associated with those

attributes

Personal Consequen

ces

The personal benefits delivered

Personal Values

The deep-rooted need that’s

fulfilled

Compiled by author from source: merkleinc.com

Core Values-

Brand Core Values are the

Soul and Essence of the

Brand, Somewhat Like

the Brand’s Promise to

Consumers

Due to the growth of social progress and advanced markets, the variety of goods is very diverse

Market competition has shifted to brand competition

Brand core values seeking competitive advantage have become the key to brand strategy

Compiled by author from source: file.scrip.org

Building Core Values-

Brand core values offer consumers unique interests, different from other brands

It is a concentrated expression of a brand personality and culture

Businesses can build brand core values by learning the factors influencing the core values of the brand

Social networks and media offer the most basic desire to belong and to be part of a group(s), around the things we are passionate about

Relevant for businesses who tailor their marketing to a small target niche, i.e. a food brand who only uses local ingredients

Compiled by author from source: idr.is

Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: contact@mcusa.co

www.mediacontactusa.com

Sources Cited:

"Difference Between Ethics and Values." Difference Between. N.p., 2011. Web. 09 Aug. 2016. http://www.differencebetween.net/language/difference-between-ethics-and-values/

"How Business Ethics Improves Your Bottom Line." Small Business. N.p., n.d. Web. 11 Aug. 2016. http://smallbusiness.chron.com/business-ethics-improves-bottom-line-41036.html

 "How Social Is Your Brand?" Merkle. N.p., n.d. Web. 27 July 2016. https://www.merkleinc.com/blog/how-social-your-brand#.V5jTQ7grIhc

 "How Values Affect the Voting Process and Customer Brand Loyalty." How Values Affect the Voting Process and Customer Brand Loyalty. N.p., n.d. Web. 28 July 2016. https://www.ama.org/publications/MarketingNews/Pages/voter-values-customer-brand-loyalty-.aspx

Sources Cited:

Kuriakose, Francis, Markets and Morality: Tracing the History and Evolution of Ethical and Sustainable Marketing Practices (September 24, 2015). Available at SSRN: http://ssrn.com/abstract=2664977 

 Li, X.Y. and Sun, C. (2015) A Study on the Core Values of the Brand. Journal of Service Science and Management, 8, 868-873. http://www.scirp.org/journal/jssm/

"Social Responsibility & Ethics in Marketing." Cleverism. N.p., 2015. Web. 09 Aug. 2016. https://www.cleverism.com/social-responsibility-ethics-marketing/

What is Social Branding: What Makes a Brand Social? http://idr.is/what-is-social-branding-what-makes-a-brand-social-what-do-you-need-to-do-to-become-a-truly-social-br/