Abstract
Abstract: Key Concepts in Advertising articles provide short lectures on an important concept to help understand advertising’s place in society, culture, history, and the economy. This article focuses on the concept of brand responsibility, which is the notion that brands have an obligation to do more for society than make profits for stakeholders. This video defines brand responsibility, its five dimensions (authenticity, courage, empathy, resilience, and commitment to social good), and how it helps us better understand the relationship between advertisers and consumers. Viewers learn how to define brand responsibility and study examples of its application to advertising. A recommended reading list provides other sources to learn more about the concept and its associated topics.
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