Description of 2 x theories to be used (gained from academic journal articles relevant
to your particular brand � e.g., celebrity branding academic literature for those
working on George Clooney; per perhaps not-for-profit branding for those working on
NSW CC etc.)
a. Overview of �broader body of theory� you are using (just an overview of the
broad theory)
b. More detailed review of the particular key strand from this �broader� body of
theory you are using
c. Repeat stages (5a) and (5b) for the 2nd theory you have selected
Introduction to the case study brand you�re researching (George Clooney, NSW CC,
Manly Council etc.)
a. Overview of the case study brand using relevant information from your brand
audit task
b. Detailed description of the 2 x brand strategies (select 2 x actual micro-events,
examples, instances of your brand�s strategies. E.g., describe the elements of
George Clooney as a brand ambassador in his work for Nespresso in the 1st
strategy, and maybe describe his �brand identity� that enables him to star in
certain film genres etc. for the 2nd strategy. Focus on only one example for
each brand strategy to keep your analysis focused and tight. You may include
visuals of print ads / YouTube screen shots or other evidence etc. to enhance
the descriptive elements of �the what,� �the when,� and �the how� of your
REGULATING ADVERTISERS
2
brand�s strategy)
i. Brand strategy 1
ii. Brand strategy 2
Regulating Advertisers
In the business environment, advertisement is a vital tool in building a brand and gaining
a competitive advantage over competitors and attracting more customers. The information of the
products given to the customers and potential consumers of the products should be truthful and
offer the correct descriptions of the products. False advertising can cause very adverse effects to
the organization since the regulators of advertising impose financial penalties to companies that
defy the regulations of consumer protection by giving false information about their products
(Weiss, 2014). False advertisements could also make an organization lose its customers’ trust
there reducing the demand in those particular products. This effectively cuts into the profits of
the company and causes great financial losses (Weiss, 2014).
REGULATING ADVERTISERS
3
The marketing campaign of Activia brand of yoghurt by Dannon is an example of a brand
marketing that used false information in order to gain market entry and a competitive advantage.
The brand was sold at a higher price to its consumers purporting to have more nutritional
benefits than other brands of yoghurt. These nutritional benefits were said to be clinically and
scientifically proven by the company which after investigation by the Federal Trade Commission
the information was found to be false. As a consequence to the company, in 2010 consumers
who had filed a lawsuit against the company were awarded $45 million as settlement and many
others defied from buying the brand (Weinmann & Bhasin, 2011). Business ethics is important
when it comes to being competitive in the market. Losses from such situations can be avoided by
being ethical in the marketing strategies used by the company and by ensuring that the
information given to existing and future consumers is truthful. Regulators also need to impose
stricter rules and huge penalties to avert false advertising (Weiss, 2014).
References
Weinmann, K., & Bhasin, K. (2011, September 16). 14 False Advertising Scandals That Cost
Brands Millions. Retrieved May 13, 2015, from Business Insider:
Weiss, W. (2014). Business ethics: A stakeholder and issues management approach (6th ed.). .
San Francisco, CA: Berrett-Koehler Publishers, Inc.
