品牌伦理是消费者与社会公众根据市场上企业与品牌行为对企业做出品牌伦理评价,这种评价是一种品牌情感,会影响消费者购买决策。本文通过介绍品牌伦理的定义和作用、我国伦理品牌现状和品牌伦理的内容,提出了五种建立伦理品牌的策略:品牌区分、创建成分品牌、创建产品品牌、创建新的子品牌和重新定位品牌。 Brand ethics is that consumers and the public make brand ethics evaluation to enterprises according to the behavior of enterprises and brands in the market. This kind of evaluation is a kind of brand emotion and affects consumers’ purchase decision. By introducing the definition and function of brand ethics, the current situation of brand ethics in our country and the content of brand ethics, this paper proposes five strategies to establish ethical brand: brand differentiation, brand composition, brand creation, brand creation and brand repositioning .