Sustainable Branding

8 Pages Posted: 20 Nov 2018

See all articles by Aleksandar Grubor

Aleksandar Grubor

University of Novi Sad - Faculty of Economics Subotica

Olja Jakša

University of Novi Sad - Faculty of Economics Subotica

Date Written: September 8, 2016

Abstract

The relationship between brands and consumers has evolved significantly over time. Companies that own successful brands have the power to modify the existing system of values and behaviors in society and even create a completely new lifestyle. This power is derived from the mass of loyal consumers who permanently follow favorite brands and often strongly identify with them. Given that successful implementation of the concept of sustainability demands changes that trigger mass rather than individuals, such a power of brands is invaluable. However, despite expressing a positive opinion about socially responsible practice, consumers are generally still not ready to change their behavior (attitude-behavior gap). Accordingly, it is necessary to find an interest for consumers in a sustainable lifestyle and to make it available to them in an easy and attractive way. In that sense, sustainable branding and the overall performance of companies are important instruments and generators of change. Thus, the goal of this paper is to highlight the importance of sustainable branding from the standpoint of society, consumers and companies, and to point out strategies for implementation of sustainable values into the brand concept, relying on the results of research and analysis in the given field.

Keywords: brand management, green branding, sustainability, sustainable development, sustainable marketing

JEL Classification: M310

Suggested Citation

Grubor, Aleksandar and Jakša, Olja, Sustainable Branding (September 8, 2016). 2016 ENTRENOVA Conference Proceedings. Available at SSRN: https://ssrn.com/abstract=3282459 or http://dx.doi.org/10.2139/ssrn.3282459

Aleksandar Grubor (Contact Author)

University of Novi Sad - Faculty of Economics Subotica ( email )

Segedinski put 9-11
Subotica, 24000
Serbia

Olja Jakša

University of Novi Sad - Faculty of Economics Subotica ( email )

Segedinski put 9-11
Subotica, 24000
Serbia

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