Creating A Sustainable Brand
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Creating A Sustainable Brand
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Author : Henk Campher
language : en
Publisher:
Release Date : 2017
Creating A Sustainable Brand written by Henk Campher and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
"Sustainable brands may have started as "doing less harm" and shaving costs off the bottom line. But brands today, supported by over a decade of phenomenal changes in sustainability, are looking for the holy grail of sustainable business - a fusion of products and branding that can actually drive sustainability and grow the business top line. Consumers have already joined the party. Just look at TOMS, Patagonia, Method, Seventh Generation, Dove and many more. What is missing isn't the consumer but a better understanding of what fully-rounded consumers really want in their quest for a healthy, fulfilling life. This guide by sustainable brand expert Henk Campher is the model for creating a sustainable brand that people can trust, buy and above all, advocate for. Campher cuts through the myths and noise to offer an experienced expert's 101 for creating an irresistible brand, clearly setting out: what makes a product or service sustainable; the basic elements of sustainable branding strategy and a deep understanding of how consumers connect with a brand; an original model for assessing the sustainability of your brand, and; a host of examples of sustainable brands, drawing on the author's firsthand experience as part of the team at Edelman and Oxfam and founder of the Nelson Mandela initiated Proudly South African campaign."--Provided by publisher.
Business On A Mission
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Author : Andy Last
language : en
Publisher: Routledge
Release Date : 2017-09-08
Business On A Mission written by Andy Last and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-08 with Business & Economics categories.
Bronze winner of the AXIOM Business Book Award in the category of Philanthropy, Non-Profit, Sustainability. Please see: http://www.axiomawards.com/77/award-winners/2017-winners This easy-to-read and engaging book is the perfect introduction to how to build a sustainable brand for your organization. Intended as a roadmap that can be readily applied by busy managers and practitioners, the book includes interviews with business leaders, including Paul Polman of Unilever, Adam Elman of Marks & Spencer, and Jonas Prising of ManpowerGroup to provide insight into best practice and clear guidance for implementation. Throughout, the book avoids jargon and theorizing to ensure readability. Business on a Mission is based on more than a decade working with some of the first businesses to develop social missions and shows the foundations behind their success. It looks at how businesses can profit from working hand in hand with society and identifies a model for success. The book demonstrates how businesses can go from hiding behind "social shields" to picking up "social swords" and presents the six criteria to look for in assessing a social mission. It also focuses on how good communications can build trust and bring about positive change; and it provides clear ways to engage employees and improve productivity as well as "rules" for communicating social missions externally. This optimistic book explains the benefits of partnerships in the sustainable development agenda, particularly between businesses and NGOs. The book features guidelines for avoiding dysfunctional partnerships, and presents interviews with Marc Van Ameringen, Executive Director of GAIN (Global Alliance for Improved Nutrition) 2005 to 2016, and Myriam Sidibe, Social Mission Director for Africa, Unilever, on how things can be managed to the benefit of both partners. .
Creating A Sustainable Brand
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Author : Henk Campher
language : en
Publisher: Routledge
Release Date : 2017-09-08
Creating A Sustainable Brand written by Henk Campher and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-08 with Business & Economics categories.
Sustainable brands may have started as "doing less harm" and shaving costs off the bottom line. But brands today, supported by over a decade of phenomenal changes in sustainability, are looking for the holy grail of sustainable business – a fusion of products and branding that can actually drive sustainability and grow the business top line.Consumers have already joined the party. Just look at TOMS, Patagonia, Method, Seventh Generation, Dove and many more. What is missing isn’t the consumer but a better understanding of what fully-rounded consumers really want in their quest for a healthy, fulfilling life.This guide by sustainable brand expert Henk Campher is the model for creating a sustainable brand that people can trust, buy and above all, advocate for. Campher cuts through the myths and noise to offer an experienced expert's 101 for creating an irresistible brand, clearly setting out: what makes a product or service sustainable; the basic elements of sustainable branding strategy and a deep understanding of how consumers connect with a brand; an original model for assessing the sustainability of your brand, and; a host of examples of sustainable brands, drawing on the author's firsthand experience as part of the team at Edelman and Oxfam and founder of the Nelson Mandela initiated Proudly South African campaign.
Sustainable Branding
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Author : Pantea Foroudi
language : en
Publisher: Routledge
Release Date : 2021-01-28
Sustainable Branding written by Pantea Foroudi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-28 with Business & Economics categories.
A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.
Greener Products
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Author : Al Iannuzzi
language : en
Publisher: CRC Press
Release Date : 2016-04-19
Greener Products written by Al Iannuzzi and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-19 with Business & Economics categories.
As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products’ sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketing—business-to-business marketing of greener products has also increased due to customer demand from all business sectors. The Case for Greener Products Making a compelling business case for why companies must provide greener, more sustainable products, Greener Products: The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customers—consumers, business customers, and government purchasers—who have created a demand on manufacturers to bring more sustainable brands to market. How Are Greener Products Made? Through case studies of green design from companies such as GE (EcomaginationTM), Timberland (Green Index®), Philips, Apple Inc., Seventh Generation, Procter & Gamble, BASF, and others, the author explores initiatives in areas ranging from product design, sustainable sourcing, and packaging to energy efficiency, recycling, and end-of-life management. A contribution from guest author James A. Fava, one of the leading thinkers and practitioners in developing greener products, presents a toolbox of environmental management systems, programs, and tools for the development of greener products. Three Keys to Successful Green Marketing Campaigns Providing the backbone for the author’s analysis of green marketing, a contribution from guest authors Lee Ann Head, Karen Barnes, and Suzanne Shelton of the Shelton Group analyzes market trend data and helps marketers understand their customers and what moves them. The author then looks more closely at drivers for green marketing, outlining three keys for successful green marketing campaigns and using them to evaluate the approaches of several leading companies. He also offers advice on how to avoid "greenwashing," create successful cause-marketing partnerships, and use eco-labels wisely. Throughout the book, the author shares best practices and lessons learned from leaders in the field across various industry sectors. Written by the senior director of product stewardship for Johnson & Johnson, this timely book offers real-world experience, valuable insights, and practical tools for the effective design and marketing of greener products. The Best Days of Green Marketing Are Still Ahead See what Al Iannuzzi has to say about making and marketing greener products in an interview at Greenbiz.com.
Creating A Sustainable Future By Means Of A Global Sustainability Brand
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Author : Sophie Constance
language : en
Publisher:
Release Date : 2004
Creating A Sustainable Future By Means Of A Global Sustainability Brand written by Sophie Constance and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Green marketing categories.
Creating A Sustainable Luxury Fashion Brand
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Author : Debbie Moorhouse
language : en
Publisher:
Release Date : 2019
Creating A Sustainable Luxury Fashion Brand written by Debbie Moorhouse and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Clothing trade categories.
"After oil, fashion is the second most polluting industry to the environment. The majority of brands design four to six collections each year, with the average collection consisting of around thirty different fabrics. At present, over 100 billion garments are produced annually, with consumers purchasing an estimated 60 percent more clothing items compared to fifteen years ago and keeping them for only half as long. As consumers increasingly desire more sustainable garments, how can the fashion industry fully embrace sustainability? This field case study examines how both new and established fashion designers and brands can incorporate sustainable methods and principles at each stage of the product life cycle. The case study addresses areas including: designing with less waste and more consideration to the environment; sourcing sustainable textiles and ethical production; and providing prompts for creating a sustainable brand identity. Danielle Lara is a luxury fashion brand designing women's ready-to-wear and couture evening wear. Collections sell throughout the UK, Ireland, and internationally. In 2008, the brand was invited to exhibit at London Fashion Week as part of a design collective where they showcased an upcycled collection of one-of-a-kind and limited-edition evening dresses. Their designs were selected for the reuse of luxury fabrics that would otherwise be discarded, a concept that was unusual and quite unique at the time."--Bloomsbury Publishing.
Brand Warriors China
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Author : Fiona Gilmore
language : en
Publisher: Profile Books(GB)
Release Date : 2003
Brand Warriors China written by Fiona Gilmore and has been published by Profile Books(GB) this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
A unique examination of Chinese brands and branding at a time when China is rapidly expanding and gaining in economic importance. China is widely viewed as being one of the world's fastest growing markets. In pursuing this rapid economic expansion, Chinese companies have now begun to recognise the importance of brands, and their development. Brand capital is one of the key drivers of growth and wealth in the First World. Creating and managing brands in China has become a crucial component to success in the China market. In this book, leading brands experts Fiona Gilmore and Serge Dumont analyse the development of brands and branding in China. They provide detailed case studies of over a dozen leading Chinese brands - including Sina.com, Legend, China Mobile, CITIC, Asia Info, Yanjing Beer - and their brand strategies. The book contains unique business insights into modern China and the brand lessons for any company seeking to operate in the China market.
The Sustainable Fashion Business
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Author : Emerson Reagan
language : en
Publisher: Independently Published
Release Date : 2023-10-27
The Sustainable Fashion Business written by Emerson Reagan and has been published by Independently Published this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-10-27 with categories.
"The Sustainable Fashion Business: Launching an Ethical and Eco-Friendly Clothing Brand'" is a comprehensive guide that offers insights into the complexities of establishing a sustainable fashion brand in today's rapidly evolving industry. This guidebook takes it a step further than conventional business models by focusing on the sustainable aspects of fashion. From researching market trends to ensuring eco-friendly production processes, each step of launching a fashion brand is examined through the lens of sustainability. It navigates through crucial decisions such as choosing ethical suppliers, designing for longevity and recyclability, and creating a compelling sustainable brand story. Furthermore, it delves into the importance of regular business performance evaluations, embracing transparency in operations, and setting benchmarks based on sustainability goals. It outlines strategies to plan future growth and expansions, illustrating how to incorporate eco-friendly practices at every step. With special attention to marketing and consumer education, it highlights the role of educating consumers about the environmental and societal impact of their buying decisions, fostering consumer engagement, and creating a loyal, conscious customer base. This guide serves as a manual for aspiring entrepreneurs who want to create not just a clothing brand, but a movement towards sustainable and ethical consumption, positively impacting the fashion industry and our planet.
The Art Of Digital Marketing For Fashion And Luxury Brands
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Author : Wilson Ozuem
language : en
Publisher: Springer Nature
Release Date : 2021-07-17
The Art Of Digital Marketing For Fashion And Luxury Brands written by Wilson Ozuem and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-17 with Business & Economics categories.
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.