Framework of Ethical Brand Positioning

This paper addresses ethical and cross-cultural issues in brand positioning. Five basic elements of brand positioning - Brand Identity, Brand Image, Brand Personality, Brand Awareness, and Brand Communication are identified. These elements of brand positioning and their associated variables are defined and blended with ethical and cross-cultural issues. After generating a statistically significant framework, a predictive model is developed. This paper is based on the core idea that ethics can be used as a product differentiator and can create a strategic advantage. The framework emerges after studying top ten Indian brands in India in different sectors. The Anchor case study is important from the managerial point of view as it serves a step by step guide to position the brand in an integrated and ethical manner.