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Brand Management: The Six Principles of Green Brand Management

In: Green Branding

Author

Listed:
  • Oliver Errichiello

    (Office for Brand Development)

  • Arnd Zschiesche

    (Office for Brand Development)

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.

Suggested Citation

  • Oliver Errichiello & Arnd Zschiesche, 2022. "Brand Management: The Six Principles of Green Brand Management," Springer Books, in: Green Branding, chapter 5, pages 133-140, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-36060-3_5
    DOI: 10.1007/978-3-658-36060-3_5
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