Sustainable Brand Positioning

Radina Ruseva () and Mihaela Hristova ()
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Radina Ruseva: University of Economics - Varna
Mihaela Hristova: University of Economics - Varna

Regional Economy and Sustainable Development, Conference Proceedings 2017, 2018, issue 2, 286-297

Abstract: Over the past few decades much attention has been paid to environmental issues, sustainable development and consumerism of resources and goods. After an overview of the main pillars regarding sustainability and brand positioning concept, a model of an actual versus perceived greenness has been discussed. On this basis, both authors propose good practices for "green brand" positioning to companies.

Keywords: positioning; sustainability; green brand; green marketing. (search for similar items in EconPapers)
JEL-codes: A00 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vra:pr1803:y:2018:i:2:p:286-297

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