ABSTRACT
Consumer loyalty to the companies and their offerings proves that new sustainable branding strategies can form the basis of an enduring business and provide leverage in the face of formidable competition. They superbly demonstrate how new strategies of green marketing can create jobs, build brand loyalty, and return hefty profits, all the while contributing to a more sustainable society. While most businesses are learning the new rules and trying to adapt accordingly, some business are leading the way, pioneering new strategies, and enjoying the myriad benefits. Timberland’s environmental activities are complemented by a strong social conscience, embodied in numerous programs that engage its youthful target audience while providing opportunities for employees to develop their leadership skills and appreciate the natural environment. Starbucks proves that a global company can turn a proactive approach to sustainability into a strategic and profitable part of its brand.
