作者认为品牌危机的不断发生并不是偶然的,而是大多数品牌缺少“道德”。“品牌道德”在品牌理论中的“缺失”导致品牌经营的混乱和危机的产生。本文提出倡导品牌道德的必要性,并对品牌道德的内涵做了详细分析,对品牌道德对品牌建设所产生的作用和意义提出了创新的见解,更重要的是结合品牌人格论,阐述品牌道德与品牌个性、品牌形象的关系,并对品牌道德的建构提出了初步的思路。 The author believes that the ongoing brand crisis is not by chance, but most brands lack the “moral.” The “absence” of “brand morals” in brand theory leads to the chaos and crisis of brand management. This paper puts forward the necessity of advocating brand ethics, and analyzes the connotation of brand ethics in detail. It puts forward innovative ideas on the role and significance of brand morality in brand building. More importantly, it combines brand personality theory with brand ethics And brand personality, brand image, and proposed the construction of brand ethics initial ideas.