Brands represent a significant factor in business success, therefore brand management has long become a key issue for corporate management. The relevance of brand management is reflected by the global importance of brands for consumers, which creates economic value for the company. Accordingly, an increasing number of new brands are registerd or expanded every year. Even in food retailing it has become normal to find wellknown brands, such as Chiquita bananas, what seemed to be impossible 30 years ago. Meanwhile, many international and global brands from different sectors has effectively developed (Apple, IBM, McDonald...).
Currently, a remarkable development towards the idea of sustainability can be observed in brand management. Constant new reports about financial crises, natural disasters and product scandals have increased population’s awareness of the vulnerability of environment and social systems and led the sustainability issue to a global trend. Brands reflect quality, emotions and trust, and make up a substantial share of the company’s overall value. Similar factors play an important role also in the sustainability aspect. Responsible brands have usually high-quality products, enjoy the trust of their customers and are often the preferred suppliers and employers.
Especially brands with a high value and reputation get involved in the topic of sustainability. It has long been considered that strong brands have an even bigger value for companies than buildings and assets. Therefore, an essential function for brand management is to build such a strong customer loyality that lead the buyers to refuse alternative brands, despite the low prices of competitors. Nowadays, building a strong brand seems doomed to failure if companies do not assume responsibility.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Research problem, aim and questions
- Proceeding and structure of the work
- Theoretical basics of brand management
- Diversity of the term brand
- Objectives of brand management
- Brand value
- Brand identity
- Brand image
- Correlation between brand identity and brand image
- Principles of sustainability
- Historical development of the term sustainability
- Demarcation of related concepts: CSR, CC and CS
- Corporate Social Responsibility
- Corporate Citizenship
- Corporate Sustainability
- Weak sustainability versus strong sustainability
- Triple Bottom Line concept
- Integration of sustainability in brand management
- Customer perspective of sustainability
- Success factors of sustainable branding
- Sustainable brand identity
- Communication and transparency
- Credibility
- Incorporation of sustainability into business management
- Risks for sustainable branding
- Innovations as support of sustainability
- Sustainable brand management in practice
- Sustainability in the automotive industry
- Sustainable mobility
- Communication with stakeholders
- Innovations in sustainable automotive sector
- Sustainability in the textile industry
- Characteristics of textile industry
- Supply chain
- Sustainability in mass production brands
- Challenges of sustainable branding for eco brands
- Future development
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work explores the integration of sustainability into brand management, examining the theoretical foundations of both concepts and analyzing their practical application in the automotive and textile industries. The aim is to identify key success factors and challenges for sustainable branding, highlighting the importance of communication, transparency, and credibility in building a strong and sustainable brand image.
- The theoretical framework of brand management and its relationship to sustainability.
- The diverse perspectives and approaches to sustainability in business practices.
- The practical application of sustainable branding strategies in the automotive and textile industries.
- The challenges and opportunities associated with integrating sustainability into brand management.
- The role of communication, transparency, and credibility in building a sustainable brand image.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter outlines the research problem, the aim and questions of the thesis, and the structure of the work.
- Theoretical basics of brand management: This chapter explores the concept of brand management, defining key aspects such as brand value, brand identity, brand image, and the correlation between brand identity and brand image.
- Principles of sustainability: This chapter provides a historical overview of the term sustainability, delineates related concepts like CSR, CC, and CS, and discusses the differences between weak and strong sustainability.
- Integration of sustainability in brand management: This chapter examines the customer perspective of sustainability, identifies success factors for sustainable branding, and explores potential risks and the role of innovation in supporting sustainability.
- Sustainable brand management in practice: This chapter analyzes the implementation of sustainable branding in the automotive and textile industries, highlighting specific challenges and opportunities within each sector.
- Future development: This chapter discusses potential future trends and developments in the field of sustainable brand management.
Schlüsselwörter (Keywords)
This work focuses on key concepts such as brand management, sustainability, corporate social responsibility (CSR), corporate citizenship (CC), corporate sustainability (CS), brand identity, brand image, communication, transparency, credibility, and innovations. The research examines the integration of these concepts in practical settings, particularly within the automotive and textile industries.
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- Alexander Veliki (Autor), 2015, Brand Management consistent with Sustainability, Múnich, GRIN Verlag, https://www.grin.com/document/336867
