Sustainability Brand and its Role

Anca Cristina Stanciu () and Adina Burghelea (CocoÈ™) ()
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Anca Cristina Stanciu: †Ovidius†University of Constanta
Adina Burghelea (Cocoș): †Ovidius†University of Constanta

Ovidius University Annals, Economic Sciences Series, 2020, vol. XX, issue 1, 781-784

Abstract: During the last decades the importance of sustainability has steadily increased and nowadays, sustainability is not only a governmental responsibility. Creating a sustainable practice is the need of the day. With the impacts of climate change becoming more drastic, a green brand is beneficial to both the environment and the brand. The United Nations are fully focused on achieving their Sustainable Development Goals by 2030, and the brand can be part of that. Besides the concept of sustainability, the field of brand management has gained more relevance in the last decades as well. Today, companies invest large amounts of money in the development of their brands. This paper aims to highlight the leading role of sustainability in branding theory and practice and to point out strategies for successful implementation of green values into the brand management.

Keywords: brand; sustainability; strategy; role; management (search for similar items in EconPapers)
JEL-codes: F13 F16 Q01 Q02 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xx:y:2020:i:1:p:781-784

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