Building a Brand in the Context of Sustainable Development

DOI

10.2991/icmemi-15.2015.15How to use a DOI?

Keywords

Green brand, Sustainability, Brand equity, Frequency of purchasing green products.

Abstract

The principles of sustainability are becoming to be a part of responsible behavior of the company in business activities and at the same time, it presents the opportunity how to raise competitiveness. The article presents summary of expert opinions on the green brand issue. In addition, the aim of this paper is to declare why “going green” and “eco friendly” is necessary, explain principles of brand marketing to suggest how to market and promote a brand with green values. Furthermore, it enriches this knowledge by results of own research, in which marketers as well as customers were surveyed about future of green brands.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Anna Krizanova
AU  - Gabriela Masarova
AU  - Ubica Štefanikova
AU  - Martina Rypakova
PY  - 2015/01
DA  - 2015/01
TI  - Building a Brand in the Context of Sustainable Development
BT  - Proceedings of the 2015 International Conference on Management Engineering and Management Innovation
PB  - Atlantis Press
SP  - 79
EP  - 84
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmemi-15.2015.15
DO  - 10.2991/icmemi-15.2015.15
ID  - Krizanova2015/01
ER  -