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 all who want to make green brands strong.
Translated with www.DeepL.com/Translator (free version)
Author(s): Oliver Errichiello, Arnd Zschiesche
Publisher: Springer
Year: 2022
Language: English
Pages: 164
City: Cham
Preface
What Is This Book About?
Contents
About the Authors
1: Challenges of Green Brand Management
1.1 Green Biodiversity
1.1.1 Green Wish Concert?
1.1.2 ``Making Money´´ as a Green Problem
1.2 Brand Is Modern Home
1.2.1 Restless and Homeless Through Life
1.2.2 Green Trust Only Comes About Through Reliability of Commitment
1.2.3 Long-Term Oriented Brands Do Not Tell (Advertising) Lies: Green- and Bluewashing
1.2.4 Purpose Concepts as Added Value
1.2.5 Brand Work Is Always Cause Work
References
2: Green Consumption
2.1 Clarification of Terms: What Does ``Green´´ Mean?
2.1.1 Sustainability
2.1.2 Corporate Social Responsibility
2.1.3 Organic and Biological
2.1.4 Fair Trade
Organic Versus Regional
Definition of ``Green´´
2.2 Social-Historical Development: From the Anonymous Crowd to the Individual Crowd
2.2.1 The Green Me
2.2.2 Start of the Green Idea
2.3 History of the Organic Sector
2.3.1 The First Makers
2.3.2 The First Forms of Sale
2.3.3 Turn of the Century from the 1980s
Summary
2.4 The Economic Importance of the Organic Sector Today
Real Consumer Behaviour Using the Example of SUVs
2.5 Expansion of the Green Consumption Zone
2.5.1 Green Clothing
The Green Fashion Market in Figures
2.5.2 Furniture and Construction
2.5.3 Tourism
2.5.4 Finances
Commerzbank: The ``Green´´ Among the ``Giants´´
2.5.5 Consumer Goods
Summary
2.6 The Famous Lohas: A Brilliant Marketing Idea
Five Megatrends Characterize the Lifestyle of Lohas
2.7 Are There Green Trends?
2.7.1 Brand Sociological Critique of Trend Affinity
2.7.2 Media Theme Change
2.7.3 Acceleration as Actual Content
References
3: Understanding the Brand
3.1 A Tricky Thing: The Brand as a Social Alliance System
3.1.1 No Goods Market Without Branded Goods
3.1.2 Karl Marx: The First Brand Theorist
3.2 Two Thousand Years of Brands and Advertising
3.2.1 A ``Good Name´´ Is Created When (Pre-)Trust Exists
3.2.2 Orientation in the Flood: Rocking Children and Checking e-Mails
Examples
3.2.3 Economics Means Fighting Prejudices
3.3 What Is a Brand?
3.3.1 The Trade Mark from a Legal Point of View
3.3.2 The Brand from an Economic Perspective
3.3.3 The Brand from a Socio-Economic Point of View
What Is Brand Sociology?
How Does a Brand Interpret Its Performance Field Over Time?
3.4 Brand Is This
3.4.1 Abstract Means Nothing
Example
3.4.2 Only Limit Creates Power
3.4.3 Compressing Power
3.4.4 Reducing Everyday Complexity
3.4.5 Omission as a Virtue
Brand Sociological Causal Chain
References
4: Development, Evolution and Management of a Green Brand
4.1 Green Brand Management Using the Example of Wooden Radio
4.1.1 Initial Situation
4.1.2 New Craft: The History of Wooden Radio
4.1.3 Brand Development of Wooden Radio
4.2 The Success Profile of Green Brands Using the Example of Wooden Radio
4.2.1 Step 1 to Strengthen Value Creation: How to Organise an Analysis of the Success Profile?
Success Profile: Structure of the Analysis Process
4.2.2 Step 2 to Strengthen Value Creation: Where and What to Look for to Determine the Success Profile of the Brand?
Questionnaire on the Product Field of Action
Questionnaire for the Field of Action Advertising/Communication
The 4-K Scheme
Questionnaire for the Field of Action Population
Questionnaire on the Field of Action Distribution
Questionnaire for the Field of Action Management
4.2.3 Step 3 to Strengthen Value Creation: What Exactly Describes the Success Profile of the Brand?
What Makes a Success Brick a Success Brick?
4.2.4 Step 4 to Strengthen Value Creation: Impact on Day-to-Day Operations
4.3 How to Redevelop Green Brands?
Guiding Questions for Brand Building
References
5: Brand Management: The Six Principles of Green Brand Management
5.1 Green Brands Create Community Through Transparency
Example
5.2 Green Brands Are Limited to Their Own Performance Territory
5.3 Green Brands Communicate Selected Aspects of the Value Chain
Example
5.4 Green Brands Use Facts, Evidence of Competence and Explanatory Examples
Example
5.5 Green Brands Maintain Their Self-Similar Performance and Advertising Pattern
5.6 Green Brands Tie in with Collective Resonance Patterns
Example
Reference
Appendix: Conclusion and Outlook-Brand Instead of Capitalism
Reference
Index
