Creating a Sustainable Corporate Brand

Topic: Creating a Sustainable Corporate Brand
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Creating a Sustainable Corporate Brand
Introduction
In today’s consumer market, being sustainable is no longer optional. It is a necessity. Legislation requirements, voluntary standards and customer expectations and demands are making companies more accountable and responsible for the impact an organizations product have on the society and environment. Most of the organizations are now focusing on sustainability through the triple bottom line, which is environmental, social and economic responsibility (Aaker, 2001).
Sustainable corporate brands
A brand refers to the image of a product or service that differentiates it apart from the rivals. It is a pledge to deliver all that is promised. The image could be cultural, emotional, rational or visual. Any brand should be realistic, coercive, appealing and unique. Corporate brands in the recent past have been receiving a lot of attention. Therefore, there is an imperative need to ensure they uphold sustainable practices. Sustainable marketing involves creating products, services, lifecycles and process that can survive in the long term. It also involves sustainable planning of resources, reduction of waste and emissions and green marketing (Aaker, 2001).
Sustainable brands involve taking risks, innovation align the brand value with those of customers. The payoff of building sustainable brands will lead to brand loyalty in the long term. Sustainable brands aim to create financially, socially and environmentally sustainable products for consumption. Sustainable brands meet client’s needs in the long term and in a responsible manner. They challenge existing model, notions and business processes. Sustainable brands come up with new ideas, technology and new ways of improving or radically changing the impact they and their products can have on society and the environment. Sustainable brands are a way of building dynamism in an organization (Aaker, 2001).
Sustainable corporate branding is a strategic investment in any business. Sustainable corporate branding helps in the retention of a viable market position. It also helps in strengthening relationships between a myriad of stakeholders. These stakeholders involve employees, customers, supplier, banks, government, law agencies and non-governmental organizations. The creation of sustainable corporate brand helps companies to achieve long-term strategic advantage. It also has financial benefits due to cost reductions in the supply chains. Developing sustainable corporate brands will also build awareness, equity and legitimacy of the brand. Creating sustainable corporate brands is a way that companies use to communicate their visio...