Green Branding

Insights into the secrets of success of green companies Presents brand analysis tools in their application Scientifically based with high practical relevance

Autorentext

Prof. Dr. Oliver Errichiello and Prof. Dr. Arnd Zschiesche are managing directors of the Büro für Markenentwicklung in Hamburg. They are also lecturers in brand sociology and brand management at the University of Hamburg and at the universities in Lucerne, Mittweida and Heide. They are authors of numerous books on brand management and brand sociology.

Inhalt
Green consumption.- History of the eco-industry and the economic importance of the eco-industry today.- The famous Lohas - A brilliant marketing idea.- Are there green trends?.- The brand as a social alliance system.- The brand from a legal, economic and sociological point of view.- What brand really is.- Managing authentic brands.- The example of wooden radio.- The success profile of green brands: Advertising and communication, product, population, distribution, management.- Managing authentic brands with the success profile: fields of analysis, The analysis process, project implementation.- How to develop young brands.- The six principles of green brand management.- Conclusion and outlook: All green?.
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