品牌的伦理标准包括道德原则标准和价值结果标准两方面。道德原则标准以道德义务作为基本概念来分析行为结果,价值结果标准也称为伦理精神标准以行为结果的好坏或者对事物采取的价值态度来探讨行为的意义。这两种判断标准对指导品牌的伦理标准选择具有重要作用,品牌的伦理体系就建构在两大标准的基础之上。品牌的伦理行为 Brand ethical standards include ethical principles and values ​​of the results of both standards. The moral principle standard uses the moral obligation as the basic concept to analyze the result of the behavior. The standard of value result is also called the ethical spirit standard to explore the meaning of the behavior based on the result of the behavior or the attitude of value to the thing. These two kinds of judgments have an important role in guiding the choice of the ethical standards of the brand, and the ethical system of the brand is based on the two major standards. Brand ethical behavior