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
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
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
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