Readings and cases in sustainable marketing: a strategic approach to social responsibility Edited Book uri icon


  • Effective green brand management requires a thorough understanding of the brand and proper positioning of the brand. Clarity in segmentation can help managers devise marketing efforts to meet specific consumer needs. Four segments were identified. The aim of the research is to examine these segments and propose a model to increase brand resonance in terms of environmental values. The article revisits green brand anomalies and proposes a green brand framework.

publication date

  • 2011