What’s In A Name: A Controversial Brew
In completing this assignment, students should be able to:
1. Analyze a situation in order to identify aspects of an ethical dilemma
2. Assess a consumer’s decision process involving a brand name and label
3. Evaluate the impact of a brand name on various stakeholders
4. Explain the concept of ethical branding and its relationship to a marketing decision
This critical incident is appropriate for use in undergraduate courses such as business ethics, principles of marketing, product and brand management, and marketing strategy.