MKT 337 Lecture Notes - Lecture 7: Amusia
Document Summary
Branding: branding: the ability to define, refine and craft your uniqueness that becomes a mark of distinction and adds value. Brand = the representation of your distinct authentic identity, is either positive, negative or neutral. Key is to develop, manage, and market your unique self/brand/distinctive competency to impact others and to leave your mark/brand. Everyone has the ability to create, package, and present your product/brand you. Branding history: 1300 bc: potters used thumbprint to mark their works, allowed potters to authenticate their work and charge a premium price. Establish ethical norms: communicate them to employees. Punishing breaches: rewarding compliance, most adults do not have an adequate moral compass and therefore look outside themselves for guidance in moral dilemma situations. In the workplace, they look to their leaders. Empirical evidence establishes that few things impact the firm"s overall ethical climate more than the actions of its leaders. Ethical leadership is critical to shaping the ethical conduct of a firm; and.
