1st Edition

Sustainable Branding Ethical, Social, and Environmental Cases and Perspectives

Edited By Pantea Foroudi, Maria Palazzo Copyright 2021
    388 Pages 36 B/W Illustrations
    by Routledge

    388 Pages 36 B/W Illustrations
    by Routledge

    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.

    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




    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