Challenges of Green Brand Management

Green companies have to act successfully in business terms if they want to survive in highly competitive markets in the long term. Against this background, the question arises as to the relationship between economy and ecology in day-to-day business and how companies can “sell” themselves professionally without compromising their green credentials. In addition, there are numerous companies that use “green commitment” superficially as a so-called “hygiene factor”, but do not change their actions structurally. This makes it all the more important for green companies to skilfully orchestrate their authentic actions and performance history in order to clearly differentiate themselves in times of unmanageable offers and the eco-social mainstream. Instruments for this form of commitment-based marketing are offered by brand sociology. In a scientific analysis, brands are not freely chargeable products, but cultural bodies that are subject to clear effective social laws of strengthening and weakening. Equipped with this set of instruments, a brand can be controlled “green” according to plan and thus fully develop its value-creating power.