Emerald Group Publishing Limited Abstract:

Purpose The purpose of this paper is to introduce the Ethical Positioning Index (EPI), an innovative ranking scale based on the ethical issues in brand positioning. This paper is based on the core idea that ethics can be used as a product differentiator and can create a strategic advantage. Design/methodology/approach Five basic elements of brand positioning, brand identity, brand image, brand personality, brand awareness, and brand communication, are blended with the three basic elements of ethics; beliefs, values, and symbols and customs. The EPI emerges from the established ethical brand positioning framework and the analysis from the conducted survey which was composed of brand positioning and ethics questions. Findings Consumer driven weights have been obtained and a mathematical model has been proposed to evaluate the total score and finally the ranking of the brands. Research limitations/implications The EPI parameters' weight will vary owing to the nonexistence of universal ethics and hence subsequently every cohort will have its own weight. Practical implications EPI will be an important tool from the managerial point of view as it serves as a step-by-step guide to compare the position of the brand in an integrated and ethical manner. Social implications The EPI will bring a change in the ideology of the brands, making them employ more ethical perspectives in their branding, which will be highly welcomed by consumers and society. Originality/value The role of ethics in brand positioning has been studied and blended to generate a novel-ranking scale (EPI).