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How to Green Your Brand by Ms. Victoria Fritz

How to Green Your Brand by Ms. Victoria Fritz

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Published by thecenseireport
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Published by: thecenseireport on Sep 06, 2012
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09/06/2012

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CONTENTS NATION WORLD BUSINESS TECHNOLOGY HEALTH/LIFESTYLE
 
How to Develop aGreen Brand
STRATEGY POINTS
A green brand is one that successfully combines performance and perception in being
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There are two approaches to green marketing: the functional and the emotional
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and availability 
BUSINESS
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September 3-16, 2012
In
 
these times of greater environmentaland social awareness, companies see the
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obligations and opportunities. Consequently, thosedetermined to be green brands receive recognitionand an improved reputation.
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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
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Best Global Green Brands
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criteria, with Asian car manufacturer Toyota toppingthis year’s list.
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The report noted that companies
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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
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environmental impacts and executeenvironmental programs
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gas emissions, water management, wastemanagement, and toxic waste management
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performance in measuring, reporting andmitigating the environmental performance of their transportation and logistics, business traveland commuting
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engagement with their relevant stakeholders
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mitigating environmental performance of theirsupply chain
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production, and use of life-cycle assessment,among others. A brand’s perception is measured according to six
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 brand’s environmental claims
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their competitors
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 brand’s green activities and its green reputationin the market
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the brand’s environmental claims; comparingthe perceived importance of the brand’s greenactivities with the brand’s green perception
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green communication
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 brand’s green activities as a whole.The overall green brand score is calculated as a
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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.
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CONTENTS NATION WORLD BUSINESS TECHNOLOGY HEALTH/LIFESTYLE
Ranking is based on the extent that overall scoreimproved or regressed from the preceding year.This means achievements of the preceding yearremain credited, and are added on to the current year’s achievements.To illustrate the method of scoring and ranking,
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 reveals its recycling initiative, among other efforts.
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Recycling System, tracing the battery through a completeloop from sale through disposal, shredding, production and
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process, but also communicated it effectively to its stakeholders
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green brands are car manufacturers, since cars are amajor source of carbon emissions. But that is probably 
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Developing a green brand is possible
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Green
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emotional positioning strategies,” by Hartmannet al of Universidad del Pais Vascoin Bilbao,Spain, sought to test suggested green positioning
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perceived brand positioning and brand attitude. The
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from its competitors through its environmentally sound attributes. Furthermore, they classify green- brand positioning strategies as functional or emotional
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 A functional approach builds brand associations by conveying information on environmentally soundproduct attributes that are advantages over competing brands. These attributes include production process,product use, and disposal. For example, a car brand
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this strategy has its limitations. It may not deliver
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motivate the customer to purchase.
1Toyota -02.562Johnson & Johnson03.893Honda-00.384Volkswagen04.205Hewlett-Packard11.72
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Partial table from “
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,” Interbrand
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