Creating a sustainable brand a guide to growing the sustainability top line
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Dō Sustainability
2014
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| Schriftenreihe: | DōShorts
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| Schlagworte: | |
| Online-Zugang: | Volltext |
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| Beschreibung: | Reference Abstract; About the Author; Acknowledgments; PART 1; The Changing World of a Sustainable Brand; 1. The search for a sustainable brand; 2. The changing world of sustainability; 3. The pesky consumer; 4. Changing consumer behavior; 5. The need for brand transformation; PART 2; The Birth of a Brand; 1. (Sustainable) brand development; 2. Line extension; 3. Brand extension; 4. Multi-brands; 5. New brands; PART 3; The Anatomy of a Sustainable Brand; 1. A touch of product and a pinch of brand; 2. Product sustainability; 3. Sustainability branding; 4. The Sustainable Brand Model; 5. Final thoughts Sustainable brands may have started as 'doing less harm', but brands today are supported by over a decade of phenomenal changes in sustainability. Today's sustainable brands are looking for the holy grail of sustainability -- a fusion of products and branding that can actually drive sustainability and also grow the business top line. This guide by sustainable brand expert Henk Campher is the model for building a sustainable brand that will help you get there |
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| Beschreibung: | 1 Online-Ressource (81 pages) |
| ISBN: | 9781910174074 1910174076 9781910174081 1910174084 9781910174067 |