Deck 11: Ethics and Brand Purpose

Question 1

Brands should support local communities is reflective of what type of ethical framework?

A) Brand purpose
B) Contextual approach
C) Positive approach
D) Normative approach

Answer 1

D

Question 2

A call for consumers to use their power to make better choices is reflective of which of the following?

A) Brand purpose
B) Normative response
C) Developmental approach
D) Critical approach

Answer 2

C

Question 3

Calling for marketers to adopt an empathetic stance to consumers and stakeholders is reflective of which of the following?

A) Positive approach
B) Ethics of care
C) Critical approach
D) None of these

Answer 3

B

Question 4

Brand purpose is a strategy that helps brands do what?

A) Overcome accusations of being a poseur
B) Feel good about themselves
C) Align with social causes
D) Stand out from the crowd

Question 5

Brand purpose helps brands overcome a deficit of which types of authenticity?

A) Consistency and connection
B) Conformity and connection
C) Consistency and conformity
D) None of these

Question 6

Naomi Klein's No Logo critique on brands represents what type of approach to understanding ethical issues?

A) Critical approach
B) Positive approach
C) Development approach
D) Contextual approach

Question 7

A call for government intervention to address ethical wicked problems is reflective of what type of approach?

A) Critical approach
B) Positive approach
C) Development approach
D) Contextual approach

Question 8

The creation of the 'green consumer' reflects which type of ethical approach?

A) Critical approach
B) Positive approach
C) Development approach
D) Contextual approach

Question 9

Positive approaches to ethics are useful because of which of the following?

A) They enable one to predict when things will go wrong
B) They have a strong normative framework
C) They help understand why things went wrong
D) None of these

Question 10

Contextual approaches to ethics are useful because?

A) They are consistent with a framework of co-creation
B) They provide practical insights for brand managers
C) The take into account multiple contexts impacting on decision-makers
D) All of these

Question 11

Nudging refers to which of the following?

A) Gently pushing a friend
B) Attempting to influence behaviour is an unusual or subtle way
C) Providing information to make better decisions
D) None of these

Question 12

Bruce Philp responded to brand critics in what way?

A) That brands need to restricted by the government
B) It was in brand managers interests to be ethical as brand equity was symbolic
C) That brands were inauthentic and bound to be unethical
D) None of these

Question 13

Corporate social responsibility programmes reflect what type of approach to ethical challenges?

A) Developmental
B) Teleological
C) Critical
D) None of these

Question 14

Sustainability will be improved through the adoption of innovative technologies reflects which approach to ethical challenges?

A) Developmental
B) Teleological
C) Critical
D) Contextual

Question 15

Environmental destruction is inherent in the competitive system reflects which approach to ethical challenges?

A) Developmental
B) Teleological
C) Critical
D) None of these

Question 16

Under the contextual approach, why might decision-makers act unethically?

A) Because they are inherently unethical
B) Because the contexts they operate in may reward such behaviour
C) Because it is part of their brand position
D) None of these

Question 17

An interpretive frame may lead to unethical behaviour because?

A) Brand managers choose information that supports their view
B) The frame decides which information is relevant or not
C) The frame leads managers to ignore critical information
D) All of these

Question 18

Advertising cigarettes as an elegant and cool look was once accepted in some countries but is now no longer legal. What element of the contextual approach to ethics does this represent?

A) Culturally situated decision-makers
B) Stakeholder interpretation
C) Cultural meaning systems and the moral point of view
D) An ethics of care

Question 19

The contextual approach to ethics implies that brands need to change when what changes?

A) Competitors do something differs
B) The acceptability of marketing actions in society
C) A new managers takes over the brand
D) Technological innovations emerge

Question 20

When a set of marketing activities become morally illegitimate, what does this mean?

A) That one must do them in secret
B) That one should emphasize functional benefits
C) That one should emphasize consistency
D) That the brand is in danger of losing the right to operate

Question 21

How does a contextual approach to ethics treat corporate social responsibility?

A) It should deeply embedded within the firm.
B) It should be part of a public relations program.
C) It only applies to the branding program.
D) It should be maintained as part of an outreach program.

Question 22

What does a strategy of brand purpose involve?

A) Aligning the brand with a social cause
B) Taking popular stands
C) Embedding a higher-order motive in the brand's identity
D) Repositioning the brand

Question 23

Brand purpose helps overcome a deficit in what part of the brand?

A) Improvisation
B) Character
C) Newness
D) None of these

Question 24

How do brand purpose and brand storytelling interact?

A) They do not interact; they are separate strategies.
B) Stories make the purpose exciting.
C) A brand purpose is reflected in a signature story for the brand.
D) All of these.

Question 25

German camera manufacturer brand ran a social media campaign informing consumers not to watch the advertisement. The advertisement ran for 45 minutes and showed a skilled craftsperson making a camera. Is this an example of brand purpose?

A) No, brand purpose only involves social causes.
B) No, this is a clever story with a twist, nothing more.
C) Yes, the emphasis on skill and care is an example of purpose.
D) None of these.

Question 26

What are some ethical challenges arising from co-creation?

A) Co-optation
B) Washing
C) Representation
D) All of these

Question 27

A brand such as BP that talks about its commitment to the environment without actually changing its practices is engaging in which of the following?

A) Co-optation
B) Reframing
C) Washing
D) Unintended consequences

Question 28

The call for greater 'consumer responsibility' is an example of what type of ethical challenge?

A) Co-optation
B) Reframing
C) Washing
D) Unintended consequences

Question 29

The decision by Pepsi to benefit from aligning their brand with the black lives matter protest is an example of what type of ethical challenge?

A) Co-optation
B) Reframing
C) Washing
D) Unintended consequences

Question 30

Running an advertisement featuring different actors from different races is an example of what type of approach to representation?

A) Cultural normalization
B) Cultural appropriation
C) United Nations
D) Effortful accommodation

Question 31

A brand that attempts to represent minorities by giving them stereotypical roles is engaging in what type of approach to representation?

A) Cultural normalization
B) Cultural appropriation
C) United Nations
D) Effortful accommodation

Question 32

Renault's slice of life advertisement featuring the trials and tribulations of a lesbian couple is an example of what type of approach to representation?

A) Cultural normalization
B) Cultural appropriation
C) United Nations
D) Effortful accommodation

Question 33

When organizations encourage to consumers to educate themselves on important ethical issues, what practice are they engaging in?

A) Co-optation
B) Brand purpose
C) Corporate social responsibility
D) Reframing

Question 34

What approach to ethical challenges best captures Ecotricity's outlook?

A) Critical
B) Contextual
C) Developmental
D) Normative

Question 35

How should you launch a successful brand purpose strategy?

A) Target segments of ethical consumers
B) Work with advocacy groups
C) Tell employees about the purpose
D)Conduct a brand audit and ensure consistency just as you would with any brand position.