September 3-16, 2012
these times of greater environmentaland social awareness, companies see the
obligations and opportunities. Consequently, thosedetermined to be green brands receive recognitionand an improved reputation.
and ecologically responsible,” according to JezFrampton, Global Chief Executive of Interbrand, aglobal brand consultancy company. Interbrand, inpartnership withDeloitte, has been evaluating the world’s top brands based on performance as wellas the public’s perception of their green credentials
Best Global Green Brands
criteria, with Asian car manufacturer Toyota toppingthis year’s list.
The report noted that companies
social and ecological impact and conveying thismessage to their consumers. Hence, thescreeningprocess for choosing the green brands includes acareful study of a brand’s actual performance aswell as market perception.Deloitte assesses each brand’s performance based on
environmental impacts and executeenvironmental programs
gas emissions, water management, wastemanagement, and toxic waste management
performance in measuring, reporting andmitigating the environmental performance of their transportation and logistics, business traveland commuting
engagement with their relevant stakeholders
mitigating environmental performance of theirsupply chain
production, and use of life-cycle assessment,among others. A brand’s perception is measured according to six
brand’s environmental claims
brand’s green activities and its green reputationin the market
the brand’s environmental claims; comparingthe perceived importance of the brand’s greenactivities with the brand’s green perception
brand’s green activities as a whole.The overall green brand score is calculated as a
and the standardized perception score. In cases whereperformance is greater than perception, Interbrandcalculates a simple average. When perception outdoesperformance, Interbrand calculates a simple averageand then applies a consistent discount factor basedon the gap between perception and performance. Thisdiscount factor is designed to penalize brands that arenot living up to public expectations.