The role of brand for sustainability

Many of the brands we still know today date from the days when the name signified a basic guarantee of consistency and quality -- names like Coca-Cola and Cadbury. Then, during the post-war expansion in the availability of consumer products, choice played more of a role and the idea emerged of offering emotional benefits to help differentiate between products.

The role of brand for sustainability

We focus on the increasing importance of ethical branding and how it might help to overcome some institutional shortcomings inherent in current market settings. Brands are in this article described as one practical and effective way forward to develop the market for sustainable products further.

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We illustrate this from examples of food retailing, showing how companies have already started to follow this logic. At the same time this article raises doubts over the long-term effectiveness of a purely brand-focused approach to sustainable market exchange. On the one hand we claim that brands have proven receptive to public top-down i.

For intensive public scrutiny has resulted in markets developing in line with public interests. Dominance, that is, over the exchange process of sustainable products and services; also over the societal discourse in which sustainability is continuously made sense of.

The role of brand for sustainability

We conclude with the attempt to provide a more nuanced view on brands. This has led to much interest in how to integrate sustainability into the market-economic system. It puts responsibility for sustainable consumption and production SCP mostly on the shoulders of the two main actors in the market, the consumer and the firm, an approach that strongly relies on market demand Seyfang, The European Commission depicts Corporate Social Responsibility CSR as a key tool to achieve SCP, which, it is hoped, will render the innovative potential and market power of individual firms a tool for more sustainable consumption patterns.

The problem with this idea, however, is that firms operate in a market setting that does not encourage this kind of behaviour. The question this raises is whether policy makers will have to intervene in the market in order to push it towards desired levels of sustainability, or is there a possibility that market actors themselves can develop towards SCP simply due to the pressing necessity to do so?

In this article we discuss the increasingly important role for brands to act as informal institutional arrangements that allow businesses to engage with sustainability.

We look at the example of retail brands and their at least partial success in bringing sustainability to the market. We then discuss how this development entails both opportunity and risk for the overall development of the market. Situating our discussion in the context of notions of value co-creation, we reflect upon how the relationship between brands and sustainability can lead to promising alliances between business and consumers and make consumption more sustainable.

We finally note the dilemma this approach entails, which derives from the corporate ownership of brands.

Branding sustainability Brands, Akerlof notes, are company owned quality assurance schemes, and a means to both reduce information asymmetry and build trust. Together with another informal market institution — 3rd party labelling — brands have played a prominent role in the successful establishment of a market for sustainable products and services.

During the last decade or so, sustainability-oriented brands, supported by 3rd party labels, have proliferated. The exchange around these brands, and the stepwise familiarisation of consumers with them, has established a meeting place for consumers interested in sustainable product offerings and firms willing and able to offer these products at a price premium.

This development must be praised for two achievements in respect to the shortcomings of the current setup of formal market institutions.The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature.

As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation. In this article we discuss the role of brands in the creation of sustainable markets. We focus on the increasing importance of ethical branding and how it might help to overcome some institutional shortcomings inherent in current market settings.

Business is increasingly aligning its activities with the United Nation’s Sustainable Development Goals (SDGs). Sustainable Brands Issue in Focus. Sponsored by: Business will play a leading role in the achievement, or failure, of this SDG.

Fortunately, more and more companies are becoming mindful of how they impact, and are impacted. We are continuously working towards becoming a more sustainable company.

While we have been in this game for a long time, we will never stop learning and improving our sustainability efforts. THE FUTURE Metroflor® Corporation is committed to being as sustainable as possible with principles of responsible sourcing, saving water and energy, reducing emissions, and recycling embedded into the entire business.

Jun 04,  · Linking sustainability overtly with whatever the accepted core drivers of the organization are -- both the business strategy and the brand model -- is one way of demonstrating to people within the organization that sustainability is fundamental to the business - and .

Sustainability brand - Wikipedia