Brand relationships bring great power and great responsibility

11/10/2011 | Washington Post, The

The power of corporate branding is a two-way street, writes Diana Verde Nieto. Consumers define themselves through the brands they use, but that loyalty also comes with the expectation that brands will behave in a socially responsible manner that keeps with their image. "We rely on brands to reflect our values, and, given this, we expect companies to operate in a way that is worthy of our endorsement," Nieto writes.

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