关于品牌伦理的思考

随着改革开放的深入和市场经济的迅猛发展,我国企业品牌管理正面临着许多新的问题,其中品牌伦理对企业品牌管理的重要性日益突出。品牌伦理是在道德意义上指导品牌企业经营者进行适当决策和行为的原则,品牌企业经营者的决策和行为不仅要符合个人和组织的利益,而也要符合整个社会的利益。只有建立规范的品牌伦理,进行符合品牌伦理要求的品牌传播、策划、经营,企业才能在竞争中立于不败之地。

Consideration on Brand Ethics

Along with the reform and open policy thoroughly and the swift and violent development of market economy, enterprise's brand management in our country is facing many new questions, the ethics of brand is becoming more and more important to the enterprise brand management. The ethics of brand is prin- ciple in the moral significance which instructs the operators of brand enterprise to carry on suitable policy and behavior, the operator's decision and behavior must not only conform to benefit of individual and organization, but also the benefit of entire society. Only when we establish the standard of the brand ethics, carry on brand dissemination, plans, the management which should conform to the brand ethics request, the enterprise can be in an impregnable position in the competition.