Corporate social responsibility

EPI (ethical positioning index) is an Index which measures, how ethically a brand is positioned. Ethics have been a highly debated and controversial element in branding exercises. Marketers' opinion on this aspect have been varied from time to time. Using ethical practices to build brand equity and brand positioning have been taken by different marketing experts, differently based on their cultural, ethical value system. Sagar et al. through their research in this area, came up with an innovative framework to measure the ethical positioning through an index called EPI (Ethical positioning Index)