Morality In Corporate Branding

Frederik Nordbjærg, Jeff Fausild, Andreas Nielsen, Cillo Dominic, Mathies Grosby Vad & Pardeep Singh

Student thesis: Termpaper


This project aims at researching the shrouded side of multi-national corporations, essentially the moral aspects of the branding strategies employed. This is being done through a timeline of examples of moral decay on the corporations’ behalf. Furthermore, one of the projects main aims is uncovering marketing schemes, strategies and the effects there of, by looking at a classic advertisement featuring the Marlboro Man, also looking at the anti-campaigns that have been made, the anti-advertisement from Adbusters, to illustrate and even highlight the differences between them. Going another step further, this project examines the philosophical nature of corporations, mainly dealing with the strategies to accommodate other aspects of corporate social responsibility than the financial. This will be carried out through two CSR models created by respectively - Heidi Hansen and Archie B. Carroll, in a comparative analysis, while utilizing the official and recognized standards of the American Marketing Association on ethical marketing, while tying it all together with the use of Kant’s deontology as a binding force, and baseline for morality in marketing and CSR. It also examines the perception of the consumers, on morality, ethical behavior and branding, which will be further examined through a critical discourse analysis. Lastly the project will end with the use of the social constructivism theory by Berger and Luckmann, explaining the meanings of the relationship between young people and tobacco that lead to the creation of the identity of groups within the society.

EducationsBasic - International Bachelor Study Programme in Humanities, (Bachelor Programme) Basic
Publication date18 Jan 2016
SupervisorsHans Christian Asmussen


  • Consumerism
  • Morality
  • Naomi Klein
  • Branding
  • Corporate Branding
  • Kant