RUNNING HEAD: HOW BRAND IDENTITY SHAPES BRAND DESTINYP a g e | 1Utilizing Sustainable Management as a Market Strategy:How Brand Identity Shapes Brand DestinyRachel TurskyEastern Florida State College
RUNNING HEAD: HOW BRAND IDENTITY SHAPES BRAND DESTINYP a g e | 2AbstractPatagonia, an outdoor retailer and leader in the environmentally focused apparel market, has mastered the art of utilizing sustainable management and brand identity to drive business destiny and ended up creating a profit in the process. Patagonia is committed to achieving success and being profitable as well as striving to be environmentally and socially responsible in our businesspractices. We have used our brand identity and environmental platforms to differentiate ourselvesin the marketplace and in doing so have received high brand recognition within the apparel industry and amongst like-minded consumers. However, as a Benefit Company, we must continue to assess all aspects of our business to ensure they align with our mission to reduce harm to the environment. We also must evaluate our global supply chain and explore opportunities to transform the conventional business model that currently places profits above allelse to instead ensure every decision we make as business leaders reinforces our commitment to the environment, our workers, our customers and our communities. While maintaining these corevalues, we must strive to adopt a long term outlook for sustainability, both of the company and the environment. By adopting this long-term focused outlook instead of short-term thinking, we can support not only our environmental interests but the interests of our stakeholders as well. Through these strategies, we can increase our revenue and profits each year while producing high-quality sustainable goods. This will also allow us to make measureable progress in advancing our benefit purposes, while remaining true to our brand identity, which is the basis of our continued growth.
RUNNING HEAD: HOW BRAND IDENTITY SHAPES BRAND DESTINYP a g e | 3How Brand Identity Shapes Brand DestinyPatagonia, Inc., based in Ventura, California, is a leading designer of core outdoor, alpine,fly fishing, snow, surf and sport related apparel, equipment, footwear and accessories. Our company is internationally recognized for environmental activism, contributing over $70 million in grants and in-kind donations to date. (Casey, 2007) As Patagonia’s Manager of Business Intelligence, I’m continually trying to pursue long-term strategies to improve our products as well as growing revenue, while maintaining our ethical position and mission to support the environment. As a Benefit Corporation company, we are committed to the highest standards in product quality and sustainability within the environment. With these core values in mind, we must also keep long-term business strategies in mind to stay ahead of the emerging competition in the market. Taking a position as a an innovator in the outdoor retailer market with a
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