Green Branding: Basics, Success Factors And Instruments For Sustainable Brand And Innovation Management

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.