Relationship Between Business and Society Branding Discussion

Relationship Between Business and Society Branding Discussion

Two forces that I believe shape the relationship between business and society are trust and communication. Trust is one of the main indicators of a relationship because if customers and society can believe in the product that the business is selling they are more reluctant to purchase. If the advertisements are telling lies many times consumers will stop purchasing the product.

Trust is a focal point for the branding of any business. This is seen in the “Starbucks” case study. The senior vice president of the coffee department was worried that the brand name would be tarnished if they gained negative exposure due to the coffee tasting different after the business was accused of not using fair trade coffee (Argenti, P.A. 2016). This shows that consumers buy based on truth, and the evidence that businesses are being truthful in their word and deed. When consumers find that businesses are lying to sell a product it can give off the assumption that the business will sell anything just to make a profit. Consumers want to know that they are getting what they are paying for.

Communication in business goes hand in hand with truth and honesty. Talking to consumers when there are issues regarding a product helps the business expand and it keeps the business profitable. Communication helps build relationships between society and business. Good and effective communication is an asset to any business and however a business relates to society can either build the business or kill the business, it is very vital to the business’ success (Bucăţa, G., & Rizescu, A. 2017). Society expects a certain level of communication from any business. Having an open line of communication and being able to help society with questions and concerns helps consumers feel more comfortable when buying the product.

One major example of faulty communication between business and society is when Toyota recalled millions of cars for faulty brakes. The company tried to downplay the seriousness of the problem until recommendations were pulled by consumer reports to purchase their vehicles. The business failed to accept responsibility and ultimately paid the price with losing money and customers. This is why it is so important for businesses to remain honest in their advertisement and in the selling of their products.

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