| Description |
1 online resource |
| Contents |
Intro -- Preface -- What Is This Book About? -- Contents -- About the Authors -- 1: Challenges of Green Brand Management -- 1.1 Green Biodiversity -- 1.1.1 Green Wish Concert? -- 1.1.2 "Making Money" as a Green Problem -- 1.2 Brand Is Modern Home -- 1.2.1 Restless and Homeless Through Life -- 1.2.2 Green Trust Only Comes About Through Reliability of Commitment -- 1.2.3 Long-Term Oriented Brands Do Not Tell (Advertising) Lies: Green- and Bluewashing -- 1.2.4 Purpose Concepts as Added Value -- 1.2.5 Brand Work Is Always Cause Work -- References -- 2: Green Consumption |
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2.1 Clarification of Terms: What Does ̀̀Green ́́Mean? -- 2.1.1 Sustainability -- 2.1.2 Corporate Social Responsibility -- 2.1.3 Organic and Biological -- 2.1.4 Fair Trade -- Organic Versus Regional -- Definition of ̀̀Green ́́ -- 2.2 Social-Historical Development: From the Anonymous Crowd to the Individual Crowd -- 2.2.1 The Green Me -- 2.2.2 Start of the Green Idea -- 2.3 History of the Organic Sector -- 2.3.1 The First Makers -- 2.3.2 The First Forms of Sale -- 2.3.3 Turn of the Century from the 1980s -- Summary -- 2.4 The Economic Importance of the Organic Sector Today |
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Real Consumer Behaviour Using the Example of SUVs -- 2.5 Expansion of the Green Consumption Zone -- 2.5.1 Green Clothing -- The Green Fashion Market in Figures -- 2.5.2 Furniture and Construction -- 2.5.3 Tourism -- 2.5.4 Finances -- Commerzbank: The ̀̀Green ́́Among the ̀̀Giants ́́ -- 2.5.5 Consumer Goods -- Summary -- 2.6 The Famous Lohas: A Brilliant Marketing Idea -- Five Megatrends Characterize the Lifestyle of Lohas -- 2.7 Are There Green Trends? -- 2.7.1 Brand Sociological Critique of Trend Affinity -- 2.7.2 Media Theme Change -- 2.7.3 Acceleration as Actual Content -- References |
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3: Understanding the Brand -- 3.1 A Tricky Thing: The Brand as a Social Alliance System -- 3.1.1 No Goods Market Without Branded Goods -- 3.1.2 Karl Marx: The First Brand Theorist -- 3.2 Two Thousand Years of Brands and Advertising -- 3.2.1 A ̀̀Good Name ́́Is Created When (Pre-)Trust Exists -- 3.2.2 Orientation in the Flood: Rocking Children and Checking e-Mails -- Examples -- 3.2.3 Economics Means Fighting Prejudices -- 3.3 What Is a Brand? -- 3.3.1 The Trade Mark from a Legal Point of View -- 3.3.2 The Brand from an Economic Perspective -- 3.3.3 The Brand from a Socio-Economic Point of View |
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What Is Brand Sociology? -- How Does a Brand Interpret Its Performance Field Over Time? -- 3.4 Brand Is This -- 3.4.1 Abstract Means Nothing -- Example -- 3.4.2 Only Limit Creates Power -- 3.4.3 Compressing Power -- 3.4.4 Reducing Everyday Complexity -- 3.4.5 Omission as a Virtue -- Brand Sociological Causal Chain -- References -- 4: Development, Evolution and Management of a Green Brand -- 4.1 Green Brand Management Using the Example of Wooden Radio -- 4.1.1 Initial Situation -- 4.1.2 New Craft: The History of Wooden Radio -- 4.1.3 Brand Development of Wooden Radio |
| Summary |
This book describes the basics and success factors of ecological and social brand management and shows how innovative corporations, family and social enterprises implement them. With the resolution of the 'European Green Deal and the UN Environment Agenda 21 At the latest, no company can afford not to develop its business model in an ecologically and socially fair way or to start the transformation now at the latest. This results in a wide range of tasks for managing a green, innovative business model across all industries. This book is a translation of the original German 2nd edition, Grüne Markenführung by Oliver Errichiello and Arnd Zschiesche, published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2021. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors. In the second edition of the work, the authors clarify the structural causes that make the economy increasingly green. Using current examples from different segments such as food, textiles, cosmetics, but also the financial services industry, practice-relevant success concepts are vividly described using current case studies. Concrete instructions for implementation in practice make this book an inspiring guide. The content Green consumption, the history of the organic sector and its economic importance today Green trends and the real meaning of the famous "lohas" Analyze and control the fields of action of green brand strategies Management and development of authentic brands with the brand's success profile The six principles of green branding in day-to-day business The Authors Prof. Dr. Oliver Errichiello and Prof.Dr. Arnd Zschiesche are managing directors of the office for brand development in Hamburg. In addition, they are lecturers for brand sociology and brand management at the University of Hamburg and the universities in Lucerne and Mittweida.They have published numerous books on brand management and brand sociology |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Online resource; title from PDF title page (SpringerLink, viewed February 9, 2022) |
| Subject |
Branding (Marketing) -- Environmental aspects
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| Form |
Electronic book
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| Author |
Zschiesche, Arnd, author
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| ISBN |
9783658360603 |
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3658360607 |
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