Brand Management: The Six Principles of Green Brand Management

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

Chapter 5 in Green Branding, 2022, pp 133-140 from Springer

Abstract: Abstract After the methodology and the use of the brand success profile have been clarified, the structure and the mode of action of the brand phenomenon have been derived and the development of the “green economy” has been illustrated, basic rules for the management of green brands can be derived. In this chapter, the “Six Laws of Green Brand Management” are summarized for use in day-to-day business. In this way, concrete parameters are available to check whether a brand tends to strengthen or discharge its brand power.

Date: 2022
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DOI: 10.1007/978-3-658-36060-3_5

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