The image of a brand is essential to the overall success of that brand. On occasion, a brand must undergo changes and developments to their marketing strategies and sometimes go through a re-branding. A corporation relies heavily on its stakeholders for maintaining quality (Lawrence & Weber, 2017). With the world focusing on the status of our environment and pollution levels, becoming eco-friendly is an automatic tool used in branding strategies. “Understanding the part of brand attributes like performance, communication and positioning on environmentally conscious conduct can be helpful to increase brand equity” (Misra & Panda, 2017). Brand equity is very important to the brand itself and the people involved within the brand. The 2011 Fukushima disaster (Buesseler, 2014) became a reminder to the public to focus more on the environment. But with only 5% of the marketing messages in ‘green’ campaigns being true (Mishra & Sharma, 2014), it is hard to rely on marketing campaigns and believe
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