The book analyzes the success factors of ecological and social brands and offers insights into the strategies of modern corporations, family businesses and social enterprises. What are the characteristics of successful ‘green brands’ in the long term? How can they be effectively developed, managed and communicated?
Based on business administration, brand sociology and social psychology, the authors describe overarching structural features and demonstrate solutions step by step using concrete examples. Experiences in the development and Europe-wide implementation of the green brand ‘wooden radio’ form the basis for numerous recommendations that can be directly implemented. The reader receives clear analysis and implementation tools to anchor already existing sustainable brands in daily business and to develop young brands in a planned manner. The 2nd edition has been extensively revised and supplemented with current examples.
Inspiring for allwho want to make green brands strong.
Translated with www.Deep L.com/Translator (free version)
Содержание
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.Deep L.com/Translator (free version)
Об авторе
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.
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