[Your university/institution’s name]
[Course name]
[Report title]
[Your name]
[Date]
Table of Contents
Introduction
1.1. Product Description
1.2. Reasons for Choice
Market Analysis and Target Customers
2.1. Market Overview
2.2. Consumer Insights
2.3. Market Segment and Target Customers
Brand Story, Promise, and Identity
3.1. Brand Story and Promise
3.2. Elements of Brand Identity
3.3. Brand Positioning
Brand Strategy and Implementation
4.1. Communication Strategy
4.2. Implementation Plan
Conclusion
Executive Summary
In this report, we aim to develop and present a new brand for a sustainable home cleaning product, catering to the growing demand for eco-friendly and responsible cleaning solutions. The chosen product category is home cleaning solutions, which includes a range of environmentally conscious cleaning products such as all-purpose cleaners, floor cleaners, and bathroom cleaners.
The focus of the brand will be on promoting eco-friendly, biodegradable, and non-toxic cleaning options, addressing consumers’ increasing concern for the environment and their desire to adopt more sustainable lifestyle choices. The report emphasizes the significance of aligning the brand with the values of sustainability, efficacy, and affordability to appeal to a wide target audience.
Drawing inspiration from Kapferer’s identity prism and positioning framework, the brand’s identity and positioning will be strategically crafted to resonate with the target market. Through a well-defined brand story and promise, the brand will emphasize its vision of a cleaner, greener future, offering effective and responsible cleaning solutions that contribute to sustainable living and reduced environmental impact.
To create a compelling brand identity, the report will explore various elements such as eco-friendly packaging and design, a personality that embodies trustworthiness, care, and innovation, and a culture rooted in sustainability. The brand will forge strong relationships with customers through educational content and social initiatives, reflecting the aspirations of eco-conscious consumers and enhancing their self-image as responsible citizens.
Brand positioning is a critical aspect of the brand strategy, and the report aims to position the brand as a premium yet affordable option for eco-friendly home cleaning solutions. By highlighting the efficacy and safety of its products, the brand will differentiate itself from other sustainable brands, offering competitive pricing and a comprehensive product range to meet the diverse needs of environmentally conscious urban dwellers.
The report also focuses on the communication strategy, which will involve educating consumers about the benefits of eco-friendly cleaning products and the positive impact on the environment. Leveraging social media, influencer partnerships, and sustainability-focused events, the brand will engage with the target audience to build brand awareness and loyalty.
Furthermore, the implementation plan will outline the brand’s gradual expansion into brick-and-mortar stores after establishing a strong online presence. Continuous innovation in product formulations and packaging will be a key aspect of the brand’s implementation strategy, ensuring that it remains at the forefront of sustainability and efficacy in the competitive market.
Introduction
1.1. Product Description
The chosen product for our brand management initiative is a line of sustainable home cleaning solutions. This product category includes a diverse range of cleaning products designed to meet the cleaning needs of households while minimizing their environmental impact. Our brand will offer eco-friendly alternatives to conventional cleaning products, featuring biodegradable and non-toxic ingredients that are safe for both consumers and the environment^(Kapferer, 2012).
The decision to focus on sustainable home cleaning products is driven by the increasing global awareness of environmental issues and the growing demand for eco-friendly solutions. As consumers become more conscious of their ecological footprint, they seek products that align with their values of sustainability and responsible consumption. By introducing a brand dedicated to eco-friendly home cleaning, we aim to tap into this rising trend and position our products as the go-to choice for environmentally conscious consumers.
1.2. Reasons for Choice
The rationale behind choosing sustainable home cleaning products as the brand’s focal point is multifaceted. Firstly, the home cleaning industry has witnessed a steady surge in demand due to urbanization and the fast-paced lifestyles of consumers. However, this surge has also led to an increase in waste generation and environmental pollution. As consumers become more environmentally aware, they are seeking alternatives that do not compromise on efficacy while reducing their impact on the planet.
Secondly, there is a noticeable shift in consumer preferences towards eco-friendly and ethical products. Studies have shown that a significant portion of consumers are willing to pay a premium for products that align with their values of sustainability and social responsibility^(Sen & Bhattacharya, 2018). By positioning our brand as a leader in sustainable home cleaning, we aim to capture the loyalty of this discerning consumer segment.
Moreover, the market for eco-friendly home cleaning products is relatively untapped, presenting an opportunity for our brand to establish a strong presence and gain a competitive advantage. As sustainability becomes a core consideration for consumers across various industries, we recognize the potential for growth and long-term success by catering to this demand.
In addition to the market opportunity, the creation of a sustainable home cleaning product brand is driven by our commitment to making a positive impact on the environment. We envision a brand that not only provides effective cleaning solutions but also actively contributes to reducing plastic waste and harmful chemicals in the ecosystem. By adopting environmentally responsible practices in our product formulations, packaging, and supply chain, we strive to set a precedent for the cleaning industry and inspire other brands to follow suit.
Market Analysis and Target Customers
2.1. Market Overview
The home cleaning industry has experienced significant growth in recent years, driven by factors such as urbanization, an increase in dual-income households, and changing consumer lifestyles^(Kapferer, 2012). As people lead busier lives, the demand for convenient and effective cleaning solutions has risen. However, this growth has also raised concerns about the environmental impact of conventional cleaning products, leading to a rising awareness of eco-friendly alternatives.
With the growing emphasis on sustainability and environmental responsibility, consumers are becoming more conscious of the chemicals and waste associated with traditional cleaning products. This shift in consumer mindset presents a lucrative opportunity for our brand to introduce eco-friendly home cleaning solutions that meet the demands of modern households while reducing their ecological footprint.
According to market research, the global market for eco-friendly cleaning products is projected to experience steady growth in the coming years^(Ottman, 2017). Factors driving this growth include increasing consumer awareness, government initiatives promoting sustainability, and the adoption of green practices by businesses and institutions. This growth trajectory underscores the viability and potential success of our brand in the sustainable home cleaning sector.
2.2. Consumer Insights
Understanding consumer preferences and behaviors is crucial for developing a successful brand strategy. Market research reveals that consumers are increasingly seeking sustainable and socially responsible products. They are willing to pay a premium for products that align with their values of environmental protection and social consciousness^(Sen & Bhattacharya, 2018).
Additionally, consumers are actively seeking information about the environmental impact of the products they purchase. They are looking for transparency from brands, including clear labeling of ingredients, eco-friendly certifications, and information about the brand’s sustainability initiatives. By providing such information, our brand can build trust and credibility among environmentally conscious consumers.
Furthermore, consumers’ purchase decisions are influenced by factors beyond product performance. The brand’s reputation, social initiatives, and commitment to sustainable practices also play a significant role in shaping consumer perceptions^(Berens, van Riel, & van Rekom, 2019). Therefore, our brand’s communication strategy should highlight not only the efficacy of our products but also our dedication to sustainability and environmental responsibility.
2.3. Market Segment and Target Customers
To effectively position our brand, we must identify the target market segment that aligns with our brand values and offerings. The primary target customers for our sustainable home cleaning products are environmentally conscious urban dwellers. This segment consists of individuals and families who prioritize sustainability and seek to make environmentally responsible choices in their daily lives^(Kapferer, 2012).
This target segment is well-educated, tech-savvy, and active on social media platforms. They are likely to engage with brands through online channels and seek information about a brand’s sustainability practices before making a purchase decision. Therefore, our brand’s online presence, including a user-friendly website and active social media accounts, will be essential for connecting with our target customers.
Research indicates that this segment is willing to invest in products that offer tangible benefits in terms of efficacy and safety while contributing to environmental preservation. By positioning our brand as a premium yet affordable option for eco-friendly home cleaning, we can appeal to the values and aspirations of this environmentally conscious target audience^(Walker & Kent, 2019).
Moreover, the target customers are likely to be early adopters of sustainable products and influencers within their social circles. Therefore, creating a positive brand experience and fostering brand loyalty can lead to word-of-mouth referrals, driving further growth and expanding our customer base.
Brand Story, Promise, and Identity
3.1. Brand Story and Promise
The brand story serves as the foundation of our brand, encapsulating its purpose, values, and vision. Our brand’s story revolves around the driving force behind its creation: the need for a sustainable home cleaning solution that minimizes environmental impact while effectively meeting the cleaning needs of modern households. Our story begins by acknowledging the prevailing environmental challenges caused by traditional cleaning products, such as harmful chemicals and single-use plastic waste^(Kapferer, 2012).
As we reflect on the state of the cleaning industry, our brand’s promise emerges—to be a responsible and ethical player in the market. Our promise is to offer a range of home cleaning solutions that are not only effective in maintaining cleanliness and hygiene but also address the growing concerns of environmentally conscious consumers. By developing and providing eco-friendly alternatives to conventional cleaning products, our brand vows to make a positive impact on the environment and contribute to a more sustainable future.
The promise of our brand extends beyond just providing eco-friendly cleaning products. It also encompasses our commitment to transparency, responsible sourcing, and continuous improvement in sustainability practices. We promise to be upfront about our ingredients, sourcing methods, and supply chain practices, earning the trust of our consumers^(Ottman, 2017). We will engage in responsible sourcing of biodegradable and non-toxic ingredients, minimizing our ecological footprint and reducing harmful effects on the environment.
To reinforce our promise, we will actively seek eco-friendly certifications and adhere to industry standards of sustainability. This dedication to environmental responsibility will be evident in every aspect of our brand, from product formulations to packaging choices. By taking a proactive approach to sustainability, we aim to set a precedent for the cleaning industry and inspire other brands to follow suit.
Our brand’s promise is not just a marketing tagline; it represents the core values and principles that guide our decision-making and actions. We aim to build a brand that consumers can trust as an ally in their pursuit of sustainable living. By delivering on our promise of effective and responsible cleaning solutions, we seek to empower consumers to make conscious choices without compromising the cleanliness and health of their homes.
The brand story and promise are not static; they will evolve as we embark on our sustainability journey. We are committed to continuous improvement, exploring innovative ways to reduce our environmental impact further. Our promise is not just to consumers but also to society and the planet we inhabit^(Sen & Bhattacharya, 2018). We will actively engage in social initiatives and collaborations to contribute positively to environmental conservation and community well-being.
As our brand grows, we envision a community of environmentally conscious consumers who identify with our brand’s values and join us in our mission for a cleaner, greener future. Our story will be shared through various communication channels, emphasizing our commitment to environmental responsibility, and inspiring others to make sustainable choices in their daily lives.
3.2. Elements of Brand Identity
A strong brand identity is crucial for creating a distinct and recognizable image in the minds of consumers^(Kapferer, 2012). Our brand’s identity will encompass six essential facets, as outlined by Kapferer’s identity prism, that will shape the perception of our brand in the market:
3.2.1. Physique
The “Physique” facet of our brand identity pertains to the tangible and visible aspects of our brand. In the context of our eco-friendly home cleaning brand, the physique will be reflected in our product packaging, design, and overall visual aesthetics. To align with our brand’s promise of sustainability, we will prioritize eco-friendly and minimalist packaging designs. Our product packaging will use recycled and biodegradable materials, minimizing the environmental impact and setting an example for responsible packaging practices in the industry. The design will communicate simplicity, cleanliness, and a natural appeal, resonating with our target audience of environmentally conscious consumers.
3.2.2. Personality
The “Personality” facet of our brand identity embodies the human characteristics and values associated with our brand. Trustworthiness, caring, and innovation will be the key attributes of our brand’s personality. By showcasing our commitment to sustainability and customer well-being, we aim to foster a sense of trust and reliability among consumers. Our brand’s caring personality will be evident in our social initiatives and collaborations that promote environmental conservation and community welfare^(Berens, van Riel, & van Rekom, 2019). We will actively engage with consumers through customer support, responding to inquiries and feedback promptly. Additionally, our brand’s innovative personality will be reflected in our continuous efforts to improve product formulations and explore new eco-friendly solutions for home cleaning.
3.2.3. Culture
The “Culture” facet of our brand identity encompasses the values, beliefs, and principles that guide our internal practices and organizational behavior. Sustainability will be at the core of our brand’s culture. Our employees will be aligned with the brand’s mission, and we will foster a culture of environmental responsibility and social consciousness within the organization. This will involve training and education on sustainable practices, encouraging employee participation in social initiatives, and promoting a culture of innovation and continuous improvement in eco-friendly product development. By nurturing a culture that values sustainability, we ensure that our brand’s commitment to environmental responsibility permeates every aspect of our business.
3.2.4. Relationship
The “Relationship” facet of our brand identity focuses on the emotional connection and engagement with our consumers. Our brand will build a strong relationship with consumers through meaningful interactions and value-added services. Educational content will play a pivotal role in our relationship-building efforts. By providing consumers with cleaning tips, sustainability insights, and information about eco-friendly practices, we aim to establish ourselves as a trusted source of knowledge and support in the sustainable home cleaning space. We will actively listen to consumer feedback, address their concerns, and involve them in shaping the brand’s future through surveys and polls.
3.2.5. Reflection
The “Reflection” facet of our brand identity involves becoming a reflection of our target consumers’ personal beliefs and values. By aligning our brand with the values of environmentally conscious consumers, we position ourselves as a brand that understands and resonates with their aspirations. Our brand’s reflection of our consumers’ values will be evident in our messaging, content, and social initiatives. By reflecting their commitment to sustainability and responsible consumption, we aim to forge a deep emotional connection with our target audience, strengthening their loyalty and advocacy for our brand.
3.2.6. Self-Image
The “Self-Image” facet of our brand identity focuses on the positive impact that consumers experience by associating with our brand. Choosing our eco-friendly home cleaning solutions will boost consumers’ self-esteem as responsible citizens contributing to a cleaner environment. By providing effective and responsible cleaning products, our brand helps consumers align their personal choices with their values of sustainability and environmental preservation. Additionally, engaging in our brand’s social initiatives will enable consumers to participate in meaningful actions that positively impact society and the planet. Through this facet, our brand aims to empower consumers to feel good about their choices and be proud advocates for sustainable living.
3.3 Brand Positioning
Brand positioning is a critical element in our brand strategy as it defines how we want our brand to be perceived in the minds of consumers and how we differentiate ourselves from competitors^(Kapferer, 2012). Our brand positioning strategy revolves around three core elements that will set us apart in the sustainable home cleaning market:
3.3.1. Eco-Friendly Efficacy
Our brand positioning will highlight the dual promise of being both eco-friendly and highly effective in home cleaning. We aim to debunk the misconception that eco-friendly products compromise on performance. Through rigorous research and development, we will ensure that our cleaning solutions are as effective, if not more, than conventional products. We will conduct independent efficacy tests and showcase the results to demonstrate the superior cleaning power of our eco-friendly alternatives.
To reinforce this positioning, our marketing messages will emphasize the eco-friendly features of our products without neglecting their cleaning efficacy. By addressing the pain points of consumers who seek cleaning solutions that are both safe for the environment and highly efficient, we aim to attract environmentally conscious consumers who are unwilling to compromise on cleanliness.
3.3.2. Affordable Sustainability
Another essential aspect of our brand positioning is affordability. We recognize that sustainable products often come with a premium price, making them inaccessible to a wider audience. Our brand aims to challenge this norm and offer affordable sustainability. While our focus is on eco-friendliness, we understand the importance of making eco-friendly options accessible to all.
To achieve this, we will adopt cost-efficient practices throughout our supply chain, from sourcing ingredients to packaging and distribution. By optimizing our operations, we can keep our prices competitive without compromising on product quality and sustainability. Our marketing messages will emphasize the value of choosing our brand as an affordable and responsible alternative to conventional cleaning products.
3.3.3. Comprehensive Product Range
Our brand positioning will emphasize the diversity and versatility of our product range. We understand that consumers have varying cleaning needs for different surfaces and areas in their homes. To address these needs comprehensively, our brand will offer a wide array of eco-friendly home cleaning solutions.
From all-purpose cleaners to specialized products for bathrooms, kitchens, and floors, our product range will cater to every corner of a household. By positioning ourselves as a one-stop-shop for sustainable home cleaning, we aim to become the go-to brand for environmentally conscious consumers seeking a complete and convenient cleaning experience.
Through our brand positioning strategy, we aim to create a clear and compelling brand image that resonates with environmentally conscious consumers. By positioning ourselves as a brand that offers eco-friendly efficacy, affordability, and a comprehensive product range, we set ourselves apart from conventional cleaning products and other sustainable alternatives in the market.
3.3.4. Inclusivity and Education
Our brand positioning will also incorporate an educational component that fosters inclusivity and empowers consumers to make informed choices. We recognize that many consumers may be unfamiliar with eco-friendly home cleaning or may have reservations about its efficacy. Therefore, we will actively engage in educational initiatives to demystify eco-friendly cleaning, its benefits, and the positive impact it can have on the environment.
Through informative content, how-to guides, and user testimonials, we will educate consumers about the importance of choosing eco-friendly alternatives and guide them on adopting sustainable practices in their cleaning routines. By being transparent about our product formulations and sustainable practices, we aim to build trust and confidence in our brand among consumers.
In conclusion, Part 3 discusses the critical aspects of our brand’s story, promise, and identity, shaping a unique and meaningful connection with consumers. Our brand story centers around a vision of a cleaner, greener future, with a promise to provide effective and responsible cleaning solutions. Leveraging Kapferer’s identity prism, our brand identity will reflect eco-friendliness, trustworthiness, and a commitment to sustainability. Through strategic positioning, we aim to differentiate our brand as an eco-friendly, affordable, and comprehensive choice, attracting environmentally conscious urban dwellers and fostering long-term brand loyalty. By presenting a compelling brand story, a strong identity, and a clear positioning strategy, our brand sets a firm foundation for success in the sustainable home cleaning market.
Brand Strategy and Implementation
4.1. Communication Strategy
An effective communication strategy is vital for conveying our brand’s message and values to the target audience^(Kapferer, 2012). Our brand’s communication will be centered on educating consumers about the benefits of eco-friendly home cleaning products and the positive impact on the environment. By employing a well-rounded and integrated approach, we will maximize the reach and impact of our communication efforts.
4.1.1. Digital Presence
Establishing a robust online presence is a cornerstone of our communication strategy. We will create an engaging and user-friendly website that serves as a hub of information about our brand, products, and sustainability initiatives. The website will showcase our brand story, mission, and commitment to eco-friendliness, offering consumers a deeper understanding of our brand identity. Additionally, the website will feature a blog section that provides valuable content related to sustainable living, green cleaning tips, and the importance of responsible consumption. By offering valuable insights and educational resources, we aim to position our brand as a credible and authoritative source for eco-friendly home cleaning solutions.
4.1.2. Influencer Partnerships
Influencer marketing will play a pivotal role in expanding the reach of our brand’s message. We will collaborate with eco-conscious influencers who align with our brand’s values and target audience. These influencers will serve as authentic advocates for our brand, sharing their positive experiences with our products and the impact of sustainable cleaning practices on their daily lives. Through product reviews, sponsored content, and engaging social media posts, influencers will help create awareness and drive interest in our brand among their followers. By leveraging the influencer’s credibility and loyal fan base, we aim to build trust and credibility for our brand in the eco-conscious community.
4.1.3. Content Marketing
Content marketing will be a key pillar of our communication strategy. Through various content formats such as blogs, videos, infographics, and downloadable guides, we will disseminate valuable information related to sustainability and responsible home cleaning. Our content will not only educate consumers about the environmental benefits of our products but also offer practical tips and DIY cleaning recipes using natural ingredients. By positioning our brand as a thought leader in the sustainable home cleaning space, we aim to build authority and trust among our target audience. Additionally, content marketing will boost our brand’s search engine visibility and organic reach, driving traffic to our website and social media channels.
4.1.4. Social Initiatives
To foster a deeper connection with our target audience, we will actively participate in social initiatives that align with our brand’s values. By organizing and supporting events that promote environmental conservation, such as community clean-ups, recycling drives, and tree-planting campaigns, we will demonstrate our brand’s commitment to making a positive impact on the environment and society. These initiatives will not only raise brand awareness but also engage consumers in meaningful actions, encouraging them to be part of the sustainability movement. Moreover, we will leverage social media platforms to document and share these initiatives, enhancing our brand’s reputation as a socially responsible and eco-conscious brand.
4.1.5. Packaging Messaging
Our product packaging will serve as a tangible representation of our brand’s eco-friendly identity. Clear and concise messaging on the packaging will highlight our brand’s sustainable practices, eco-certifications, and commitments to minimizing plastic waste and environmental impact. Packaging will communicate our brand’s story, promise, and mission, serving as a silent ambassador for our brand’s values. By using the packaging as a communication tool, we aim to engage consumers at the point of purchase and create a memorable brand experience.
4.2. Implementation Plan
The implementation plan is a comprehensive roadmap that outlines the step-by-step process of bringing our brand to life and ensuring its successful launch in the market. It involves meticulous planning and execution to establish a strong brand presence and deliver on our promise of providing effective and responsible home cleaning solutions.
4.2.1. Product Development
Product development is the foundation of our brand’s success. We will invest in research and development to create a range of eco-friendly home cleaning solutions that are not only effective in tackling household grime and dirt but also safe for the environment and human health. Rigorous testing and quality control measures will be undertaken to ensure that our products meet the highest standards of efficacy and sustainability. By prioritizing product development, we aim to offer a superior and differentiated cleaning experience that resonates with environmentally conscious consumers.
4.2.2. Sourcing and Packaging
In line with our brand’s promise, we will be diligent in sourcing eco-friendly ingredients and materials for our products. We will partner with responsible suppliers who share our commitment to sustainability and ethical practices. Our packaging will reflect our brand’s eco-friendly identity, using recycled and biodegradable materials to minimize plastic waste. Additionally, we will explore innovative packaging solutions, such as refillable containers, to further reduce our environmental footprint. By sourcing responsibly and adopting eco-friendly packaging, we aim to deliver on our promise of providing home cleaning solutions that are truly sustainable.
4.2.3. Branding and Design
A cohesive and impactful branding and design strategy is essential for establishing a strong brand identity. Our brand’s logo, packaging design, and marketing materials will be carefully crafted to reflect our eco-friendly values and resonate with our target audience. The logo will embody our brand’s vision of a cleaner, greener future, while the packaging design will feature clear and concise messaging about our commitment to sustainability. By maintaining consistency in branding across all touchpoints, we aim to build brand recognition and create a lasting impression on consumers.
4.2.4. Market Entry Strategy
For a successful market entry, we will focus on online sales initially. Our website will serve as the primary sales channel, offering a seamless and user-friendly shopping experience. Additionally, we will partner with select e-commerce platforms to expand our reach to a wider audience. By strategically choosing online sales channels, we can minimize overhead costs and effectively target our key customer segment—environmentally conscious urban dwellers. As the brand gains traction and establishes a loyal customer base, we will explore opportunities to expand our physical presence through partnerships with sustainable retailers.
4.2.5. Consumer Engagement
Building a loyal community of environmentally conscious consumers is central to our brand’s success. To achieve this, we will launch engaging social media campaigns that foster meaningful interactions with our target audience. Regular content updates, including cleaning tips, sustainability insights, and behind-the-scenes glimpses, will keep our followers engaged and connected with our brand. We will actively respond to customer feedback and inquiries, demonstrating our brand’s dedication to customer satisfaction. Additionally, we will implement a rewards program to incentivize customer loyalty and referrals, further solidifying our brand’s relationship with consumers.
4.2.6. Continuous Innovation
Sustainability is an ongoing journey, and our brand is committed to continuous innovation and improvement. We will invest in research and development to enhance our product formulations and introduce new eco-friendly cleaning solutions that align with emerging consumer needs and preferences. Moreover, we will stay attuned to industry trends and technological advancements to remain at the forefront of sustainable home cleaning solutions. By continuously innovating, we can keep our brand fresh, relevant, and competitive in the market.
4.2.7. Measuring and Monitoring
To gauge the success of our brand’s implementation, we will establish key performance indicators (KPIs) across various aspects of our business. These KPIs will include sales performance, customer feedback, social media engagement, website traffic, and sustainability metrics, such as plastic waste reduction and eco-friendly certifications. Regular monitoring and analysis of these KPIs will provide valuable insights into the effectiveness of our strategies and tactics, helping us identify areas for improvement and fine-tuning our brand approach.
In conclusion, Part 4 outlines our brand strategy and implementation plan to effectively communicate our brand’s message and values to the target audience. Through a comprehensive communication strategy encompassing digital presence, influencer partnerships, content marketing, and social initiatives, our brand aims to educate consumers about the benefits of eco-friendly home cleaning products and position itself as a trusted advocate for sustainability. The implementation plan highlights the step-by-step process of bringing our brand to life, from product development and sourcing to branding, market entry, and continuous innovation. By measuring and monitoring key performance indicators and integrating social impact initiatives, we ensure that our brand remains true to its promise of providing effective and responsible cleaning solutions while contributing to a cleaner and greener future.
Conclusion
The new sustainable home cleaning product brand aims to fill the market gap for eco-friendly cleaning solutions while appealing to environmentally conscious consumers. By leveraging Kapferer’s identity prism and positioning framework, the brand will establish a unique identity and effective positioning. Through targeted communication and a well-planned implementation strategy, the brand will make a positive impact on both consumers and the environment.
References
Berens, G., van Riel, C. B., & van Rekom, J. (2019). The CSR–brand value chain: A conceptual framework. European Journal of Marketing, 53(1), 44-67.
Kapferer, J-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. 5th ed. London: Kogan.
Ottman, J. A. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.
Sen, S., & Bhattacharya, C. B. (2018). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9-24.
Walker, M., & Kent, A. (2019). Sustainable marketing and brand equity. Journal of Marketing Management, 35(11-12), 927-942.
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