Creating and Maintaining a Sustainable Brand

Abstract

This chapter examines the benefits of being sustainable for a company’s business operations and its corporate brand. In the current business world, companies are required to act in a way that will not harm the environment in which they operate, both from a social and economic, as well as ecological, perspective. Being sustainable is, thus, an essential aspect for developing a positive brand image. The chapter overviews various theoretical stances on the issue of sustainability, as well as highlights the importance of applying sustainable thinking in a company’s business strategy and communicating sustainability-driven practices for development of a sustainable brand. By providing results from an interview with Gaia, the largest consultancy for sustainable business in Finland, the chapter offers several practical insights concerning the advantages of acting in a sustainable manner for both business operations, in general, and branding, in particular.

Citation

Fallström, N., Hermans, H. and Lindholm, T. (2018), "Creating and Maintaining a Sustainable Brand", Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G. and Törnroos, J.-Å. (Ed.) Developing Insights on Branding in the B2B Context, Emerald Publishing Limited, Leeds, pp. 177-193. https://doi.org/10.1108/978-1-78756-275-220181010