Abstract Zipcar’s initiative to provide cheap, reliable, and affordable carpooling services without necessarily owning cars is the newest invention that has transformed both public and private transport in urban centers. The firm needs to work on its marketing ethics and branding strategies, though. The next two decades will see this firm become one of the world’s leading carpooling companies owing to its appropriateness, especially in the urban areas. The most important lesson that this company offers is that people do not necessarily need to own cars to enjoy the driving experience. Introduction Scott Griffith, the CEO of Zipcar, the world’s largest car-share company presented an in-depth analysis of how this company has tried to solve the problems of corporate ethic and the branding approach, as well as continue to expand to new markets and register new members within a short span after its launch. Zipcar’s journey, achievements, marketing strategy, and future are discussed in the discussion below. Summary The origin of Zipcar has a close connection to other carpooling services and companies. However, Zipcar intends to ensure that the living standards of populations, especially urban dwellers, should be improved. Zipcar became a car rental company that was about not just owning cars but also providing the driving experience to members. Fulfilling consumer needs by providing reliable and convenient rides to urban dwellers became the second pillar that drove this company to success. Fostering the brand community by creating an urban and environmentally conscious lifestyle has become an identity of this company (Hirsch, 2012). Two Marketing Concepts Relevant to the Case Marketing Ethics Explanation The significance of marketing ethics can hardly be underrated. It is crucial to make sure that the product advertised to the target audience meets the existing standards and requirements, therefore, posing no threat to its users. Moreover, the marketing tools adopted must prevent the customers’ data disclosure to any third party. Application Seeing that the entrepreneurship has not yet defined the strategy that will provide complete safety of the customers’ personal information, Zipcar’s entrance into the global economy can be viewed as ethically questioning (Pride & Ferrell, 2015). Impact Seeing that the current dent in the generally strong marketing strategy may jeopardize the customers’ wellbeing, it may become the foundation for the future legal repercussions. Therefore, the information system used in the firm must be updated. Branding and product management Explanation This trick enables consumers to identify with the company and believe that it is committed to providing what is good and resonates with their lifestyles. Particularly, its orientation is based on the urban and environmentally conscious lifestyle. Application The CEO argues that the company informs, educates, and encourages its members and potential clients to make informed decisions by embracing its services (Keegan, 2009). Impact By developing an efficient branding strategy and creating the premises for targeting a larger audience, the company is likely to establish a strong presence in the target market. As a result, further growth of Zipcar is expected (Patel, 2009). Analysis of the Firm’s Future In light of the recent rapid growth of ent