The rise of ethical branding: A new imperative for businesses | The Economic Times | Dr Reena Mehta

Dr Reena Mehta, Professor - General Management, K J Somaiya Institute of Management, authored an article titled 'The rise of ethical branding: A new imperative for businesses' published in The Economic Times.

The article discusses the growing importance of ethical branding in today's marketplace. Dr Reena emphasises the need for companies to align their values with consumer expectations and adopt corporate social responsibility(CSR) in their business operations. She also highlights the power of authenticity and the art of storytelling, which are essential in ethical branding to drive business success in a competitive landscape.