Sustainable Branding : Ethical, Social, and Environmental Cases and Perspectives book cover
1st Edition

Sustainable Branding
Ethical, Social, and Environmental Cases and Perspectives

ISBN 9780367428822
Published March 30, 2021 by Routledge
388 Pages 36 B/W Illustrations

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Book Description

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.

Table of Contents

Introduction to contemporary issues in sustainable branding: ethical, social, and environmental perspectives

Pantea Foroudi and Maria Palazzo

PART I People

1 Place heritage and CSR: synergies between cultural tourism and corporate branding

Angela Bargenda

2 Let’s go green –planet, people, product, packaging, pricing, and promotion (6Ps)

Awele Achi, Ogechi Adeola, and Vanessa Burgal

3 Branding for social marketing: keys for success

Luis Doña Toledo, Lucia Porcu, Juan Miguel Rey Pino, and Maria Palazzo

4 Sustainable brand management: goodwill as a tool to quantify brand value from the perspective of stakeholders

Ivana Podhorska, Wlodzimierz Sroka, and Jana Majerova

5 Place, branding, and smart growth

Oluwayemisi Olomo, Kehinde Mokwenyei, Olutayo Otubanjo, and Ogechi Adeola

6 Corporate social responsibility and employee volunteerism: a broad overview of CSR through volunteerism

Sudeepta Pradhan, Makhmoor Bashir, Sanjit Roy, and Bang Nguyen

PART II Planet

7 Climate change, environmental auditing, and corporate/brand strategy

Maria Teresa Cuomo, Rosa Maria Caprino, Cinzia Genovino, and Debora Tortora

8 Analyzing the scientific evolution of sustainable technology research in Business and Management Science

Morteza Akbari, Rahime Zaman Fashami, and Maryam Khodayari

9 Waste to Wealth (W2W): the need for a social enterprise approach to turn waste into wealth

David Luigi Fuschi, Alireza Nazarian, and Pantea Foroudi

10 Life cycle thinking and the circular economy

Octavio Ibarra, Maria Carolina Ovalle, and Maria Palazzo

11 Transition to a low carbon economy: opportunities and challenges

S. Asieh H. Tabaghdehi

12 Global political ecology

Francisco J. Montoro Ríos

PART III Prosperity

13 Multicultural identity: developing a comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands

Maria Jerez-Jerez

14 The unexpected players in branding and advertising: advertising shakeout, traditional folk media, and influencer marketing

Nastaran Norouzi Richards-Carpenter and Kelly Tafoya

15 Exploring value co-creation concept: a bibliometric analysis of 20 years of research and theory

Yousef Alqayed, Pantea Foroudi, Kaouther Kooli, Mohammad Foroudi, and Maria Antonella Ferri

16 Sustainability and social innovation: in the case of Covid-19 pandemic

Sadaf Sartipi, Pantea Foroudi, Maria Palazzo, and Mahmoud Ahmadpour Daryani

17 Sustainable branding in healthcare within Generation Z in a developing economy

Durga Vellore-Nagarajan, Constantinos-Vasilios Priporas, and Mark McPherson

18 The market reaction to unexpected earnings via discretionary accruals and sustainability reporting

Javad Izadi Z.D., Maria Palazzo, and Alfonso Siano



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Pantea Foroudi is Business Manager and Solution Architect at Foroudi Consultancy as well as member of the Marketing, Branding, and Tourism, Middlesex University, London.

Maria Palazzo is a research fellow at the Department of Political and Communication Studies, University of Salerno (Italy), an adjunct professor at Universitas Mercatorum (Italy) and a member of the Sustainability Communication Centre (SCC).


"Sustainable Branding: Ethical, Social, and Environmental Perspectives offers interesting and illuminating insights into sustainable brands and communications in the second decade of the 21st century. It is useful for brand managements, communications practitioners and postgraduate students. Sustainable brands still can be somewhat of an enigma to non-marketers, consumers love them, and company reputations and images can be built around them. The book tackles original research questions, and addresses these well, providing plural solutions using the integrated perspective. Well worth reading."

Philip Kitchen, Professor of Marketing at Salford University Business School, UK


"Sustainable Branding: Ethical, Social, and Environmental Perspectives does what it states on the cover. To managers it engages the power of sustainable branding to stimulate new target markets. To those studying branding it is a highly informative book covering concepts and applications with a diversity of examples and cases."

Len Tiu Wright, Professor and Editor-in-Chief at Cogent OA Business & Management


"An very significant contribution to a rapidly growing field, valuing its diversity and at the same time making important inroads into clarifying some key concepts. "

Jillian Farquhar, Professor in Management, Solent University, UK


"The topic has long been of interest to marketing practitioners and academics but now takes on a new importance. This book is an excellent contribution to contemporary thinking. I strongly recommend it"

Charles Dennis, Professor of Consumer Behaviour, Departmental Research Leader, Middlesex University London, UK