Green branding: basics, success factors and instruments for sustainable brand and innovation management
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Springer
[2022]
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xvii, 147 Seiten Illustrationen |
| ISBN: | 9783658360597 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | 1 2 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 Modem 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........................................................................................................ Green Consumption..................................................................................... 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.................................................................................. 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....................................... 2.4 The Economic Importance of the Organic Sector Today.................. 2.5 Expansion of the Green Consumption Zone....................................... 2.5.1 Green Clothing.......................................................................... 2.5.2 Furniture Construction......................................................... 2.5.3 Tourism...................................................................................... 1 3 4 5 6 8 9 10 12 14 15 17 17 18 19 19 20 22 25 27 28 28 29 30 31 34 34 38 40 xiii
xiv Contents 2.5.4 Finances........................................................................................ 2.5.5 Consumer Goods......................................................................... 2.6 The Famous Lohas: A Brilliant Marketing Idea................................. 2.7 Are There Green Trends?....................................................................... 2.7.1 Brand Sociological Critique of TrendAffinity........................ 2.7.2 Media Theme Change................................................................ 2.7.3 Acceleration as Actual Content................................................ References.......................................................................................................... 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......................................................................................... 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................ 3.4 Brand Is This.............................................................................................. 3.4.1 Abstract Means Nothing............................................................... 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................................................................. 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.................................. 4.2 The Success Profile of Green Brands Using the Example of Wooden Radio..................................................................................... 4.2.1 Step 1 to Strengthen Value Creation: How to Organise an Analysis of the Success Profile?........................................... 4.2.2 Step 2 to Strengthen Value Creation: Where and What
to Look for to Determine the Success Profile of the Brand?........................................................................................ 4.2.3 Step 3 to Strengthen Value Creation: What Exactly Describes the Success Profile of the Brand?.......................... 42 43 47 50 52 53 54 56 59 59 61 62 62 64 67 70 70 71 72 73 85 87 89 90 91 92 95 97 97 97 98 100 106 Ill 113 120
Contents XV 4.2.4 Step 4 to Strengthen Value Creation: Impact on Day-to-Day Operations....................................................... 4.3 How to Redevelop Green Brands?...................................................... References....................................................................................................... 5 Brand Management: The Six Principles of Green Brand Management.................................................................................................. 5.1 Green Brands Create Community Through Transparency................ 5.2 Green Brands Are Limited to Their Own Performance Territory . . . 5.3 Green Brands Communicate Selected Aspects of the Value Chain...................................................................................................... 5.4 Green Brands Use Facts, Evidence of Competence and Explanatory Examples.......................................................................... 5.5 Green Brands Maintain Their Self-Similar Performance and Advertising Pattern............................................................................... 5.6 Green Brands Tie in with Collective Resonance Patterns................. Reference......................................................................................................... 124 127 132 133 133 136 137 138 139 139 140 Appendix: Conclusion and Outlook—Brand Instead of Capitalism.... Reference......................................................................................................... 141 144
Index...................................................................................................................... 145
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| adam_txt |
1 2 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 Modem 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. Green Consumption. 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. 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. 2.4 The Economic Importance of the Organic Sector Today. 2.5 Expansion of the Green Consumption Zone. 2.5.1 Green Clothing. 2.5.2 Furniture Construction. 2.5.3 Tourism. 1 3 4 5 6 8 9 10 12 14 15 17 17 18 19 19 20 22 25 27 28 28 29 30 31 34 34 38 40 xiii
xiv Contents 2.5.4 Finances. 2.5.5 Consumer Goods. 2.6 The Famous Lohas: A Brilliant Marketing Idea. 2.7 Are There Green Trends?. 2.7.1 Brand Sociological Critique of TrendAffinity. 2.7.2 Media Theme Change. 2.7.3 Acceleration as Actual Content. References. 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. 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. 3.4 Brand Is This. 3.4.1 Abstract Means Nothing. 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. 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. 4.2 The Success Profile of Green Brands Using the Example of Wooden Radio. 4.2.1 Step 1 to Strengthen Value Creation: How to Organise an Analysis of the Success Profile?. 4.2.2 Step 2 to Strengthen Value Creation: Where and What
to Look for to Determine the Success Profile of the Brand?. 4.2.3 Step 3 to Strengthen Value Creation: What Exactly Describes the Success Profile of the Brand?. 42 43 47 50 52 53 54 56 59 59 61 62 62 64 67 70 70 71 72 73 85 87 89 90 91 92 95 97 97 97 98 100 106 Ill 113 120
Contents XV 4.2.4 Step 4 to Strengthen Value Creation: Impact on Day-to-Day Operations. 4.3 How to Redevelop Green Brands?. References. 5 Brand Management: The Six Principles of Green Brand Management. 5.1 Green Brands Create Community Through Transparency. 5.2 Green Brands Are Limited to Their Own Performance Territory . . . 5.3 Green Brands Communicate Selected Aspects of the Value Chain. 5.4 Green Brands Use Facts, Evidence of Competence and Explanatory Examples. 5.5 Green Brands Maintain Their Self-Similar Performance and Advertising Pattern. 5.6 Green Brands Tie in with Collective Resonance Patterns. Reference. 124 127 132 133 133 136 137 138 139 139 140 Appendix: Conclusion and Outlook—Brand Instead of Capitalism. Reference. 141 144
Index. 145 |
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| illustrated | Illustrated |
| index_date | 2024-07-03T19:24:51Z |
| indexdate | 2024-07-10T09:24:16Z |
| institution | BVB |
| isbn | 9783658360597 |
| language | English |
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| spelling | Errichiello, Oliver Carlo 1973- Verfasser (DE-588)128663995 aut Green branding basics, success factors and instruments for sustainable brand and innovation management Oliver Errichiello, Arnd Zschiesche Wiesbaden Springer [2022] xvii, 147 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Branding Branding (Marketing) Markenpolitik (DE-588)4144679-3 gnd rswk-swf Nachhaltigkeit (DE-588)4326464-5 gnd rswk-swf Umweltverträgliches Produkt (DE-588)4061629-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Nachhaltigkeit (DE-588)4326464-5 s Umweltverträgliches Produkt (DE-588)4061629-0 s DE-604 Zschiesche, Arnd 1972- Verfasser (DE-588)128664002 aut Erscheint auch als Online-Ausgabe 978-3-658-36060-3 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033269383&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Errichiello, Oliver Carlo 1973- Zschiesche, Arnd 1972- Green branding basics, success factors and instruments for sustainable brand and innovation management Branding Branding (Marketing) Markenpolitik (DE-588)4144679-3 gnd Nachhaltigkeit (DE-588)4326464-5 gnd Umweltverträgliches Produkt (DE-588)4061629-0 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4326464-5 (DE-588)4061629-0 |
| title | Green branding basics, success factors and instruments for sustainable brand and innovation management |
| title_auth | Green branding basics, success factors and instruments for sustainable brand and innovation management |
| title_exact_search | Green branding basics, success factors and instruments for sustainable brand and innovation management |
| title_exact_search_txtP | Green branding basics, success factors and instruments for sustainable brand and innovation management |
| title_full | Green branding basics, success factors and instruments for sustainable brand and innovation management Oliver Errichiello, Arnd Zschiesche |
| title_fullStr | Green branding basics, success factors and instruments for sustainable brand and innovation management Oliver Errichiello, Arnd Zschiesche |
| title_full_unstemmed | Green branding basics, success factors and instruments for sustainable brand and innovation management Oliver Errichiello, Arnd Zschiesche |
| title_short | Green branding |
| title_sort | green branding basics success factors and instruments for sustainable brand and innovation management |
| title_sub | basics, success factors and instruments for sustainable brand and innovation management |
| topic | Branding Branding (Marketing) Markenpolitik (DE-588)4144679-3 gnd Nachhaltigkeit (DE-588)4326464-5 gnd Umweltverträgliches Produkt (DE-588)4061629-0 gnd |
| topic_facet | Branding Branding (Marketing) Markenpolitik Nachhaltigkeit Umweltverträgliches Produkt |
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