brand identity vs. brand image
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Brand Identity vs. Image• Brand Identity: what a business or organization
wants you to believe about who they are and what they value (ideal).
• Brand Image: what people really think about your business or organization (reality).
• Ethics and professional writing.
• Culture Jamming.
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Ethical Dilemmas and Writing
• Would you lie for an employer to promote a product that you know is faulty or cannot do what is claimed?
• Would you trash the competition in order to promote a client?
• Would you issue a news release with only half the truth?
• Would you quit your job rather than participate in a questionable writing activity?
• How far are you willing to compromise your moral values in the workplace?
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Examples
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Brand Identity and Greenwashing• Greenwashing is an attempt to make a company
appear to be more environmentally friendly than it really is --- to enhance the brand identity.
• Does so by making unsubstantiated or misleading claims about the environmental benefits of a product, service, technology or company practice.
• Appeals are to emotion.
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Culture Jamming Responses to Greenwashing
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