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.
Table of Contents
1 Introduction
1.1 Research problem, aim and questions
1.2 Proceeding and structure of the work
2 Theoretical basics of brand management
2.1 Diversity of the term brand
2.2 Objectives of brand management
2.3 Key aspects of brand management
2.3.1 Brand value
2.3.2 Brand identity
2.3.3 Brand image
2.3.4 Correlation between brand identity and brand image
3 Principles of sustainability
3.1 Historical development of the term sustainability
3.2. Demarcation of related concepts: CSR, CC and CS
3.2.1 Corporate Social Responsibility
3.2.2 Corporate Citizenship
3.2.3 Corporate Sustainability
3.3 Weak sustainability versus strong sustainability
3.4 Triple Bottom Line concept
4 Integration of sustainability in brand management
4.1 Customer perspective of sustainability
4.2 Success factors of sustainable branding
4.2.1 Sustainable brand identity
4.2.2 Communication and transparency
4.2.3 Credibility
4.2.4 Incorporation of sustainability into business management
4.3 Risks for sustainable branding
4.4 Innovations as support of sustainability
5 Sustainable brand management in practice
5.1 Sustainability in the automotive industry
5.1.1 Sustainable mobility
5.1.2 Communication with stakeholders
5.1.3 Innovations in sustainable automotive sector
5.2 Sustainability in the textile industry
5.2.1 Characteristics of textile industry
5.2.2 Supply chain
5.2.3 Sustainability in mass production brands
5.2.4 Challenges of sustainable branding for eco brands
6 Future development
7 Conclusion
Objectives and Research Focus
The primary objective of this work is to explore how sustainability principles can be effectively integrated into modern brand management strategies. The research focuses on identifying whether sustainable branding serves as a transitory trend or a long-term strategic necessity for ensuring competitive success in global markets.
- The role of sustainability as a differentiator in contemporary brand management.
- The interdependency between corporate sustainability, brand identity, and brand image.
- Analysis of opportunities and risks associated with implementing sustainability in business models.
- Practical application of sustainability strategies within the automotive and textile industries.
- The influence of consumer perception and communication on sustainable brand credibility.
Excerpt from the Book
4.2.2 Communication and transparency
As discussed previously, a prerequisite for a successful sustainable branding is to bring in line sustainability aspects with brand identity and brand promises. Only after having achieved to act in a responsible and sustainable way, a consistent communication with the stakeholders is required. A lack of knowledge or the communication of a wrong performance, not consistent with the actual business activities, would lead to a decreasing trust of consumers and image loss of the brand. However, companies and brands have to deal with different expectations of various stakeholders. Customers are considered as a key interest group, whose satisfaction has to be the main purpose of the brand. Non governmental organisations (NGOs), such as Greenpeace, Food Watch, Amnesty International, also become increasingly relevant.
In a survey among 54 companies, conducted by H.I.Ma (Institut für Handel & Internationales Marketing) in 2013 it became apparent that 50% of the companies think that NGOs have a high impact on the implementation of sustainability in the company, but by the year 2020 even 85% expect NGOs to have a high or even very high relevance. Even though, they all have different expectations and requirements, all of them expect a transparent and dialogical communication. The challenge for companies is that different target groups search for different information. It is not about providing as much information as possible, but to choose which sustainability facts are important in a particular situation.
Summary of Chapters
1 Introduction: Provides an overview of brand relevance in modern business and establishes the research problem regarding sustainability's integration into brand strategy.
2 Theoretical basics of brand management: Examines the definitions and objectives of brand management, focusing on key components like brand value, identity, and image.
3 Principles of sustainability: Details the historical development of sustainability and defines related concepts such as CSR, CC, and the Triple Bottom Line.
4 Integration of sustainability in brand management: Analyzes how sustainability aspects are incorporated into branding, success factors, risks, and the necessity of innovations.
5 Sustainable brand management in practice: Provides empirical insights into sustainability applications within the automotive and textile industries.
6 Future development: Discusses emerging trends and the long-term outlook for sustainable brand management.
7 Conclusion: Summarizes the thesis, highlighting that successful sustainable branding requires a holistic approach and transparent communication.
Keywords
Sustainability, Brand Management, Brand Identity, Brand Image, Corporate Social Responsibility, CSR, Triple Bottom Line, Sustainable Branding, Stakeholder Dialogue, Automotive Industry, Textile Industry, Greenwashing, Brand Equity, Customer Loyalty, Innovation.
Frequently Asked Questions
What is the core focus of this research?
The research examines the strategic integration of sustainability into brand management and assesses its impact on long-term business success and competitiveness.
What are the primary thematic fields covered?
The work covers branding theory, the principles of sustainability (CSR, TBL), success factors for sustainable brands, communication transparency, and practical implementations in the automotive and textile sectors.
What is the primary objective of this work?
The aim is to identify how sustainability can be translated into a long-term strategic mission for brands, moving beyond short-lived trends to secure sustainable growth.
Which scientific methods were used?
The work relies on a theoretical framework of existing literature and combines this with case studies and industry-specific market data from the automotive and textile sectors.
What does the main part of the thesis entail?
The main body investigates the correlation between brand identity and image, the critical success factors like credibility and transparency, and the practical challenges of sustainable supply chain management.
Which keywords characterize this work?
Key terms include Sustainable Branding, Brand Identity, Corporate Social Responsibility (CSR), Triple Bottom Line, Greenwashing, and Stakeholder Communication.
How does the automotive industry specifically address sustainability?
The automotive industry focuses on innovations in sustainable mobility, fuel efficiency, and the development of alternative drive systems, while simultaneously managing stakeholder dialogues on climate protection.
What specific challenges do eco brands face?
Eco brands face the challenge of transitioning from niche markets to broader segments while maintaining their original identity and credibility in a landscape increasingly dominated by larger fashion retailers.
What is the significance of the "Triple Bottom Line" concept in this work?
The TBL concept serves as the foundational framework for balancing the three pillars of sustainability—ecology, economy, and social issues—within a company's strategic management.
- Citation du texte
- Alexander Veliki (Auteur), 2015, Brand Management consistent with Sustainability, Munich, GRIN Verlag, https://www.grin.com/document/336867
