At the corporate level, ethical branding efforts include acting morally, recognizing social and environmental responsibility, being accountable for the company’s actions, and creating value for customers and other stakeholders. Developing a corporate ethical brand can have positive implications for brand-related outcomes, such as trust, satisfaction, and loyalty. Yet the best means to develop and sustain an ethical brand are not straightforward. The various approaches available to establish an ethical brand remain complex, with no guaranteed recipe for, nor measure of, success. Shaping ethical corporate brands also requires acknowledging the influences of both the context and the time. The company and its managers must anticipate stakeholder reactions and continuously negotiate meanings with a multitude of social actors who seek out brands that reflect their values and lifestyle choices.