1st Edition
Creating a Sustainable Brand A Guide to Growing the Sustainability Top Line
By Henk Campher
Copyright 2014
81 Pages
by
Routledge
81 Pages
by
Routledge
Also available as eBook on:
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... Read more
Part I: The changing world of a sustainable brand1. The search for a sustainable brand2. The changing world of sustainability3. The pesky consumer4. Changing consumer behaviour5. The need for brand transformationPart II: The birth of a brand1. (Sustainable) brand development2. Line extension3. Brand extension4. Multi-brands5. New brandsPart III: The anatomy of a sustainable brand1. A touch of product and a pinch of brand2. Product sustainability3. Sustainability branding4. The Sustainable Brand Model5. Final thoughtsReferences
Biography
Campher, Henk
