Ethical Positioning Index (EPI): an innovative tool for differential brand positioning

摘要: Purpose – The purpose of this paper is to introduce the Ethical Positioning Index (EPI), an innovative ranking scale based on ethical issues in brand positioning. This core idea that ethics can be used as a product differentiator and create strategic advantage.Design/methodology/approach Five basic elements positioning, identity, image, personality, awareness, communication, are blended with three ethics; beliefs, values, symbols customs. EPI emerges from established positioning framework analysis conducted survey which was composed questions.Findings Consumer driven weights have been obtained mathematical model has proposed evaluate total score finally brands.Research limitations/implications parameters' weight will vary owing non‐existence universal hence ...