Green Branding: Basics, Success Factors and Instruments for Sustainable Brand and Innovation Management

ISBN-13: 9783658360597 / Angielski / Miękka / 2022 / 168 str.

Oliver Errichiello; Arnd Zschiesche

Spis treści

Green consumption.- History of the eco-industry and the economic importance of the eco-industry today.- The famous Lohas - A brilliant marketing idea.- Are there green trends?.- The brand as a social alliance system.- The brand from a legal, economic and sociological point of view.- What brand really is.- Managing authentic brands.- The example of wooden radio.- The success profile of green brands: Advertising and communication, product, population, distribution, management.- Managing authentic brands with the success profile: fields of analysis, The analysis process, project implementation.- How to develop young brands.- The six principles of green brand management.- Conclusion and outlook: All green?.

Translated with www.DeepL.com/Translator (free version)

O autorze

Prof. Dr. Oliver Errichiello and Prof. Dr. Arnd Zschiesche are managing directors of the Büro für Markenentwicklung in Hamburg. They are also lecturers in brand sociology and brand management at the University of Hamburg and at the universities in Lucerne, Mittweida and Heide. They are authors of numerous books on brand management and brand sociology.

Blurb

This book describes the basics and success factors of ecological and social brand management and shows how innovative corporations, family and social enterprises implement them. With the resolution of the “European Green Deal” and the “UN Environment Agenda 21” at the latest, no company can afford not to develop its business model in an ecologically and socially fair way or to start the transformation now at the latest. This results in a wide range of tasks for managing a green, innovative business model across all industries.

This book is a translation of the original German 2^nd edition, Grüne Markenführung by Oliver Errichiello and Arnd Zschiesche, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2021. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors.

In the second edition of the work, the authors clarify the structural causes that make the economy increasingly green. Using current examples from different segments such as food, textiles, cosmetics, but also the financial services industry, practice-relevant success concepts are vividly described using current case studies. Concrete instructions for implementation in practice make this book an inspiring guide.

The content

• Green consumption, the history of the organic sector and its economic importance today
• Green trends and the real meaning of the famous "lohas"
• Analyze and control the fields of action of green brand strategies
• Management and development of authentic brands with the brand's success profile
• The six principles of green branding in day-to-day business

The Authors

Prof. Dr. Oliver Errichiello and Prof.Dr. Arnd Zschiesche are managing directors of the office for brand development in Hamburg. In addition, they are lecturers for brand sociology and brand management at the University of Hamburg and the universities in Lucerne and Mittweida.They have published numerous books on brand management and brand sociology.