ABSTRACT

A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management.

By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities.

This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.

chapter |7 pages

Introduction to contemporary issues in sustainable branding

Ethical, social, and environmental perspectives

part I|104 pages

People

chapter 1|13 pages

Place heritage and CSR

Synergies between cultural tourism and corporate branding

chapter 4|23 pages

Sustainable brand management

Goodwill as a tool to quantify brand value from the perspective of stakeholders

chapter 6|14 pages

Corporate social responsibility and employee volunteerism

A broad overview of CSR through volunteerism

part II|142 pages

Planet

chapter 9|58 pages

Waste to Wealth (W2W)

The need for a social enterprise approach to turn waste into wealth

chapter 11|9 pages

Transition to a low carbon economy

Opportunities and challenges

part III|108 pages

Prosperity

chapter 13|17 pages

Multicultural identity

Developing a comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands

chapter 14|17 pages

The unexpected players in branding and advertising

Advertising shakeout, traditional folk media, and influencer marketing

chapter 15|19 pages

Exploring value co-creation concept

A bibliometric analysis of 20 years of research and theory

chapter 16|14 pages

Sustainability and social innovation

In the case of Covid-19 pandemic