ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explores the multiple stakeholder audiences that sustainable branding. It reviews the economic and social dimensions of efficient transition to a low carbon economy. The book discusses the “Global political ecology” by Francisco J. Montoro Rios, and focuses on the different philosophical bases of the political stances regarding the deterioration of the environment. It also discusses “The unexpected players in branding and advertising: Advertising shakeout, traditional folk media, and influencer marketing” by Nastaran Norouzi Richards-Carpenter and Kelly Tafoya focuses on the branding through fashion bloggers and influencers and the way they revolutionised the concepts and theories of traditional advertising and then branding. It concludes the implications of sustainable branding within healthcare for a developing economies as well as for the healthcare sector.
