Development, Evolution and Management of a Green Brand

Oliver Errichiello and Arnd Zschiesche ()
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Oliver Errichiello: Office for Brand Development
Arnd Zschiesche: Office for Brand Development

Chapter 4 in Green Branding, 2022, pp 97-132 from Springer

Abstract: Abstract In this chapter, the “wooden radio” project, one of the most successful global eco-design projects, is described in a catchy way and the “genetic code” of the brand, i.e. the success profile, is analysed and operationalised as an example. The success profile, one of the most common brand management tools, identifies all the characteristics that a company has typically delivered over time. These causes can be specifically controlled by the company management. Future strategic decisions in the areas of brand development, brand building, brand architecture are thus given a scientifically sound basis and safeguarding. Building on this, project descriptions and instructions for action on the success profile of the brand provide an overview of how an existing brand can be built up and controlled in a planned manner or how new brands follow a highly individual construction plan.

Date: 2022
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DOI: 10.1007/978-3-658-36060-3_4

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