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Chipotle Mexican Grill Essay

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A company shapes its brand image to indicate an attribute that uniquely identifies them and helps create a positive impression among the public. The specific attribute, carefully crafted to suit their product and selling point, becomes the guiding factor for all their advertising and branding campaigns, no matter how much they need to stretch the context of reality to integrate the brand value. Hence, one can identify the fake reality of brands through their claimed brand value. Chipotle Mexican Grill, a popular fast-casual restaurant specializing in Mexican food, has strategically crafted its brand image to revolve around two key values: health and sustainability. By associating its brand with these attributes, Chipotle aims to create a positive impression among the public. However, closer examination reveals a dissonance between the brand's claims and its actual practices. Chipotle tactically promotes itself as a champion of health, emphasizing its commitment to fresh, nutritious ingredients and responsible sourcing. Similarly, the brand places a strong …show more content…

So the question arises how much of it is an effort towards sustainability, and how much of it is just greenwashing its products? "Deceptive green marketing, called greenwashing, is defined as irrelevant, exaggerated, or false information regarding a product's sustainable qualities" (Brouwer, 2016, p. 245). The company once again uses branding through sustainability to cover for its actions brought under scrutiny in recent times. Chipotle's past actions contradict its advertised image as a sustainable brand, suggesting that sustainability is employed solely as a tool for positive branding by involving people's emotions through its advertisements rather than reflected in its entire business

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