Sustainability as a brand promise: A case of Swedish companies
Ölçülebilir pazarlama
- Tez No: 335273
- Danışmanlar: DOÇ. DR. ELİF KARAOSMANOĞLU
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Konumlandırma, Marka, Marka kimliği, Pazarlama, Sürdürülebilir gelişme, Sürdürülebilirlik, Sustainability, Sustainable development, Brand Identity, Sources of Brand Identity, Organizational culture, Positioning, Swedish brands, Brand, Brabd identity, Marketing
- Yıl: 2012
- Dil: İngilizce
- Üniversite: Bahçeşehir Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: Pamuk Eksperliği Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
.
Özet (Çeviri)
The purpose of this study is to investigate how and to what extent the notion of sustainability is integrated into certain brands. It reveals what facets of brand and its sources are congruent with company?s sustainable strategy and approach. The study also represents companies? positioning.The importance of sustainable development has been noticed in the international forefront in the early 1970?s and has attracted enormous attention of the specialists in different areas. By today, sustainability has become widely recognized by marketers and can be considered one of the main trends that influences marketing today. With new challenges, the need for more sustainable offerings has created new opportunities. A large number of companies have development their own sustainability strategies and approach in order to meet costumers? needs.Since brands are believed to be companies? most valuable intangible assets, sustaining comprehensive and consistent brand requires certain activities from the company?s side. In this paper the level of integration of sustainability into brand?s identity with the example of five Swedish companies that are ranked as top five sustainability-oriented is discussed. Furthermore, research limitations, suggestion for further studies and research implications are offered.As a result, the main trends and findings are discussed. The study revealed that each company has integrated the sustainability notion in its brand?s essence and it is in agreement with official sustainability approach. However, it also showed different levels of integration into organizational culture and different associations that companies try to create about them.
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