Building a Sustainable Brand

Eva Kicová () and Anna Križanová
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Eva Kicová: University of Zilina, Faculty of Operation and Economics of Transport and Communication
Anna Križanová: University of Zilina, Faculty of Operation and Economics of Transport and Communication

Chapter Chapter 29 in Advances in Panel Data Analysis in Applied Economic Research, 2018, pp 367-379 from Springer

Abstract: Abstract It is extremely hard to succeed in business when brand is not considered between top three brands in the segment. Brand should be in people’s minds in decision-making process of buying products or services. If it is not, the company is just fighting for market share mostly with price. Sustainability and responsible consumption are becoming an important part of our lives. This article presents a summary of expert opinions on the sustainable brand building and STP process. In addition, the aim of this paper is to declare why going sustainable is necessary. Furthermore, it enriches this knowledge by results of own research. Research is aimed to discover customers’ readiness and preferences about sustainable lifestyle.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-70055-7_29

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DOI: 10.1007/978-3-319-70055-7_29

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