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

Green consumption -- History of the eco-industry and the economic importance of the eco-industry today -- The famous Lohas - A brilliant marketing idea -- Are there green trends? -- The brand as a social alliance system -- The brand from a legal, economic and sociological point of view -- What brand really is -- Managing authentic brands -- The example of wooden radio -- The success profile of green brands: Advertising and communication, product, population, distribution, management -- Managing authentic brands with the success profile: fields of analysis, The analysis process, project implementation -- How to develop young brands -- The six principles of green brand management -- Conclusion and outlook: All green?. Translated with www.DeepL.com/Translator (free version).