Ethical values and responsibility to determine the success of brands in the B2B do something, that is worth to be remembered. These are words of Elvis Presley. In times in which the realization grows that companies generate sustained success not through supposed advantages of replaceable products, the meaning of these words for the branding is not uninteresting. It is about values statements to catchwords such as social responsibility, corporate citizenship or corporate social responsibility are increasingly heard from the PR departments. However, the same ethical content are finding little in the brand management of enterprises.
Really surprising, since on the one hand tends more and more to the customer, products and services to challenge companies on the basis of comparability of their products increasingly exposed to identity and positioning problems are. Ethical aspects are often value creation driver attempts to artificially fill brands with ethical values. However, it is a central strategy for success in the Brand management is neglected. Brand values and brand worlds can not arbitrarily constructed himself. A company’s values must be authentic, be lived, and reflected in the corporate culture.
Only when the core values of a brand of every employee are understood and lived, a brand can be sustained success. This also applies ethical values and the long term building of a reputation as a responsible and fruitful mind brand. And yet a majority of companies adhering to traditional value drivers such as price, product quality and service, while factors such as ethical brand values are underestimated. Here, customers today are willing to spend more for a brand-name product that offers them a meaningful added value. Basis of customer trust and clear arguments of positioning a brand are the social and economic responsibility. Not only hard numbers decide about success also in the rational thinking B2B environment, numbers are not only crucial for success. Meanwhile, numerous cases, prove the living ethical values also in B2B companies contribute to sustainable success. An example of such is Kadil, a contractor from Bavaria. Kadil has differentiated itself with the claim that by its economic performance to achieve a contribution to ensure the basic needs of the people and a growing improvement in quality of life, by competing companies. The most companies rely on experience and craftsmanship as a brand essence (cf. baby / Binckeback, 2011 *). In this context, Kadil has the ethical management of the construction industry association”connected. This claim is reflected in behavior management and staff, which may employ only lawful and ethical means to achieve the business objectives. Is the willingness of the staff to assume responsibility and to deliver above-average performance, with diverse qualification and advancement based on an internal education and training program, and an in the Recognizes companies ruling with decisive leadership style. Kadil anchored the ethics management internally through a code of conduct and integrates it in all organizational processes. Outwardly, the ethics management becomes prominent, especially in the Internet, communicates. The employees and thus the main point of contact with the customers, stand behind the brand and give a face to the company. Living values and associated identification of employees with the company and its goals create so a real differentiator for the competition. As a holistic strategy ethical branding can thus help to ensure the success of companies.