Green Branding: Basics, Success Factors And Instruments For Sustainable Brand And Innovation Management

The book analyzes the success factors of ecological and social brands and offers insights into the strategies of modern corporations, family businesses and social enterprises. What are the characteristics of successful "green brands" in the long term? How can they be effectively developed, managed and communicated?

Based on business administration, brand sociology and social psychology, the authors describe overarching structural features and demonstrate solutions step by step using concret...