How brands influence social values?

Remarks on ethics and the social impact of brands.

What defines “good”

We grew up with Hollywood movies. We learned that the good guys fight the bad ones (and they always win). But who defines what is good or not? Ethics is far more complicated than we think and “good” is always an object of intellectual conflict.

The role of brands

Brands, on the other hand, are generated within a certain system of values. Due to their inherent connection with the existing universe, it is impossible to introduce new ethics. What they can do, depending on their target audience, is to support existing or emerging ones.

How brands establish values

Once, a brand defines its values it has to communicate them. Through advertising these ideas spread among society. They become part of the so-called public sphere.

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