1. Ethics in Global Brand Management Lecture two: Ethics and Global Marketing Planning

2. 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

3. 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

4. Global Marketing management Lee and Carter, 2012

5. CORE Brand Personality How the Brand makes me feel How the Brand makes me look What the Brand does for me How I would describe the Brand Facts & Symbols RATIONAL EMOTIONAL The whole brand model

6. CORE Brand Personality How the Brand makes me feel How the Brand makes me look What the Brand does for me How I would describe the Brand Facts & Symbols RATIONAL EMOTIONAL “Verbs that describe what the Brand physically delivers” Refreshes Washes whiter Nourishes Saves Energy The whole brand model

7. CORE Brand Personality How the Brand makes me feel How the Brand makes me look What the Brand does for me How I would describe the Brand Facts & Symbols RATIONAL EMOTIONAL “Verbs that describe what the Brand physically delivers” “Adjectives that help articulate and position the Brand physically” Healthy Smooth Green Expensive Triangular Refreshes Washes whiter Nourishes Saves Energy The whole brand model

8. CORE Brand Personality How the Brand makes me feel How the Brand makes me look What the Brand does for me How I would describe the Brand Facts & Symbols RATIONAL EMOTIONAL “Verbs that describe what the Brand physically delivers” “Adjectives that help articulate and position the Brand physically” Healthy Smooth Green Expensive Triangular “What other people would say about you were you to be seen talking with this Brand“ Stylish Naive Cheap Powerful Refreshes Washes whiter Nourishes Saves Energy The whole brand model

9. CORE Brand Personality How the Brand makes me feel How the Brand makes me look What the Brand does for me How I would describe the Brand Facts & Symbols RATIONAL EMOTIONAL “Verbs that describe what the Brand physically delivers” “Adjectives that help articulate and position the Brand physically” Healthy Smooth Green Expensive Triangular “What other people would say about you were you to be seen talking with this Brand“ Stylish Naive Cheap Powerful “How I feel emotionally when I interact the brand. The elements that reinforce what I truly feel about myself“ A good mother Dynamic Sophisticated Vibrant Refreshes Washes whiter Nourishes Saves Energy The whole brand model

10. CORE Brand Personality How the Brand makes me feel How the Brand makes me look What the Brand does for me How I would describe the Brand Facts & Symbols RATIONAL EMOTIONAL “Adjectives that help articulate and position the Brand physically” “Verbs that describe what the Brand physically delivers” Refreshes Washes whiter Nourishes Saves Energy “What other people would say about you were you to be seen talking with this Brand“ Stylish Naive Powerful Cheap “How I feel emotionally when I interact the brand. The elements that reinforce what I truly feel about myself“ A good mother Dynamic Sophisticated Vibrant “Iconic brand elements that trigger recognition“ Nike Tick Coke Bottle Ferrari Red “What the brand would be like if it were a person” Charming CaringArrogant Childish Golden arches Healthy Smooth Green Expensive Triangular The whole brand model

11. The marketing concept Segmentation Targeting Positioning

12. Building sustainable competitive advantage

13. New products and processes for international markets

14. The product lifecycle

15. The International Product Lifecycle Sales Time Home country Country A Country B

17. Building sustainable competitive advantage

18. Product portfolio management BCG/ Boston matrix

19. Ethical brand challenges

21. 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

22. 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.

23. 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.

24. 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.

25. 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.

26. 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

27. 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

28. Political / Legal environment Three dimensions: –The home country –The host country –The international trading environment

29. 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.

30. 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.

31. Ethics in Global Brand Management Lecture two: Ethics and Global Marketing Planning Tutor: Giovanna Battiston  g.battiston@shu.ac.ukg.battiston@shu.ac.uk

32. Role play activity

33. 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.