Thompson, Mike J.2019-09-252019-09-252010-04-1620091940-1485http://hdl.handle.net/20.500.12424/174185In the context of environmental and socio-economic crises there is also an ethical crisis in brand marketing. This conceptual paper outlines the emergence of integrity as a new and yet fundamental attribute to the mainstream marketing proposition. The paper illustrates the impact of consumer expectations on brands in China and Europe and explores the language of integrity in marketing. A method of building integrity by businesses and brands is described which integrates steps towards third party verification of practice with brand strategy. The ultimate challenge of integrity in marketing is to the character of the marketer and of those who are responsible for the management of brands. It is suggested that such a challenge is reflective, virtue-orientated and truthful.engWith permission of the license/copyright holderintegritybusiness ethicsEconomic ethicsBusiness ethicsArticle