Ethical Considerations. If your college neighborhood is typical, many companies in the area adorn themselves in your school colors and otherwise seek to identify their names with your school name and thereby encourage business from students. Some of these firms probably have brand licensing agreements with your college or are involved in sponsoring various groups on campus. However, chances are some of them are using school colors and other branding elements without having any formal arrangement with the college. In other words, they may be getting commercial benefit from the association without paying for it. 36 Is this ethical? Why or why not?