Creating a Sustainable Brand

Creating a Sustainable Brand

by Henk Campher

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Product Details

ISBN-13: 9781910174067
Publisher: Taylor & Francis
Publication date: 04/22/2014
Series: DoShorts Series
Pages: 81
Product dimensions: 5.50(w) x 8.00(h) x 0.20(d)
Age Range: 1 - 17 Years

About the Author

Henk Campher is Senior Vice President, Business and Social Purpose & Managing Director, Sustainability, at Edelman. He’s had the pleasure of working on some of the coolest campaigns with companies such Starbucks, Levi’s, Best Buy, Timberland, Tiffany’s and Nestlé. He was named as one of the Top 100 Thought Leaders in Trustworthy Business Behavior and The Guardian’s Top 15 Sustainable Business Executives on Twitter.

Table of Contents

Part I: The changing world of a sustainable brand

1. The search for a sustainable brand

2. The changing world of sustainability

3. The pesky consumer

4. Changing consumer behaviour

5. The need for brand transformation

Part II: The birth of a brand

1. (Sustainable) brand development

2. Line extension

3. Brand extension

4. Multi-brands

5. New brands

Part III: The anatomy of a sustainable brand

1. A touch of product and a pinch of brand

2. Product sustainability

3. Sustainability branding

4. The Sustainable Brand Model

5. Final thoughts

References

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