This 2000 word Essay requires you to choose a real-world brand and discuss the ethical angle of their branding practice. The ethical angle of branding does not necessarily suggest negativity. Brands can use ethics as brand positioning strategy, such as the use of emotional branding, ethical branding, or CSR branding. The Brand I have chosen is Starbucks, Follow the below structure;-Provide a brief background about the Starbucks brand (introduction) -Discuss the ethical implementations Starbucks has introduced (e.g their commitment to using 100% sustainably sourced coffee) and demonstrate how this ‘ethical branding’ influences consumers and separates them from competitors (mention brand positioning).

Discuss how the Starbucks utilise social media platforms – This includes the content they provide and well as how they use these platforms to communicate their corporate social responsibility messaging.

-Write a conclusion and make two key recommendations to the company based off findings.