Green Branding

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  • Therefore communication campaign planners should deliver emotional benefits through the brand, at the same time making sure that target groups perceive real environmental benefits.
  • Green Branding

    1. 1. A Critical Evaluation of selected Green Branding Research Papers
    2. 2. Agenda 1. Summary of the Research Paper 1 2. Summary of the Research Paper 2 3. Research Paper Findings 4. Concluding Remarks –A Road to better Green Branding Process
    3. 3. 1. Green Branding Effects on Attitude: Functional vs Emotional Positioning Strategies Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005) Marketing Intelligence & Planning Vol. 23 No. 1 2. Perception of Green Brand in an Emerging Innovative Market Maha Mourad , Yasser Serag Eldin Ahmed (2012) European Journal of Innovation Management Vol. 15 No. 4
    4. 4. 1. Green Branding Effects on Attitude: Functional vs Emotional Positioning Strategies Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005) Marketing Intelligence & Planning Vol. 23 No. 1 2. Perception of Green Brand in an Emerging Innovative Market Maha Mourad , Yasser Serag Eldin Ahmed (2012) European Journal of Innovation Management Vol. 15 No. 4
    5. 5. Part 1 -Research Paper I : Green Branding Effects on Attitude: Functional vs Emotional Positioning Strategies
    6. 6. Research Scope •The research study reported here was conducted under laboratory conditions with once-only exposure to brand communications, and focused on one brand in one product category. Country of Origin : Spain
    7. 7. Research Purpose • Propose set of strategic options for green brand positioning, based either on functional brand attributes or emotional benefits. • Test the green brand positioning strategies against one another • And asses their effect on perceived brand positioning and brand attitude. Functional Emotional
    8. 8. Green Brand Identity THE BODY SHOP “We believe there is only one way to be beautiful, natures way” Against animal testing Support Communi ty Trade Protect the planet Activate self esteem Defend human rights Source: http://www.thebodyshop.com/values/index.aspx
    9. 9. Green Brand Positioning • Value preposition that is to be actively communicated to the target audience. • An active communication and differentiation of the brand from its competitors through its environmentally sound attributes. • Effective communication cause to not only the product be ecologically sustainable also commercially successful.
    10. 10. Green Brand Positioning Strategy Functional brand attributes Aims to build brand association by delivering information on environmentally sound product attributes.  Does not deliver individual benefit  Low motivation factor for brand purchase  Easily imitate  Consider only rational buyer behavior  Reduce the flexibility of brand differentiation
    11. 11. GREEN BRAND POSITIONING Functional Brand Attributes
    12. 12. Green Brand Positioning Strategy Emotional brand benefits  A feeling of well being – Personal satisfaction by contributing to the improvement of the “ common good” environment.  Auto –expression benefits – Personal satisfaction by exhibiting their environmental consciousness to others.  Nature related benefits - stemming from sensation and feelings experienced through contact with nature.
    13. 13. GREEN BRAND POSITIONING Emotional Benefits A feeling well-being, Auto expression benefits, Nature related benefits
    14. 14. Research Approach • Address the direction of the effect of green positioning on brand attitude • Assess the influence of functional or emotional green positioning on brand attitude. • What has the strongest effect on brand attitude, functional or emotional?
    15. 15. Independent Variables
    16. 16. Visual Indicators
    17. 17. Part 2 -Research Paper II : Perception of Green Brand in an Emerging Innovative Market
    18. 18. Research Scope • The Research focused on the Egyptian population using mobiles and living in Cairo with relatively high educational level. Country of Origin : Egypt
    19. 19. Research Rationale • Environmental issues are increasing steadily due to environmental pollution caused by the industrial manufacturing.. • Drives the companies to accept the environmental responsibility • Many companies have gone beyond environmental compliance and transformed their entire business operations to be eco-efficient
    20. 20. Research Purpose • To study main factors affecting green brand preference and how it can be used to enhance the brand from consumer perspective …. • taking Egypt telecom industry as an example of an emerging innovative market. • conceptual framework to focus on four constructs; Green brand image Green satisfaction Green trust Green awareness
    21. 21. Research Purpose Contd..., • Integrate existing frameworks to develop new conceptual modeling to fit telecom industry • Understand customer perception and factors enhancing green brand preference
    22. 22. Green Marketing • Green marketing strategy to respond green consumer demands … • Functional and experiential benefits • Securing against regulations • Business sustainability • Competitive advantage
    23. 23. Green Marketing Contd.., • “Going Green” - value addition through comprehensive green value chain in a sustainable manner … • Green Marketing Concepts: • Green segmentation • Green brand equity • Green brand image • Green satisfaction • Green trust • Green awareness
    24. 24. Conceptual framework
    25. 25. Research Approach • Sample population –302 respondents –researchers selection/snowballing & referrals.. • Method – Survey with Questionnaire - The conceptual model was tested through questionnaire
    26. 26. Part 3 -Research Paper Findings
    27. 27. Research P1 – Green Effects on Attitude Research P2 - Perceptions of Green Branding •Have used a more on a generic sample •Looked at relationship between emotional and functional aspects of attitude changes •Focused on a target industry , and different demographics samples •Looked at other researchers findings and checked compliance 1. Relying on Keller’s (1993) differential effect of the brand is a result of the brand awareness and brand image 2. Chen’s (2009) the term of green brand equity and considered green brand image , green satisfaction and green trust 3. Finisterra et al., (2009) mentioned consumer demographics could play a role in the consumers’ pro- environmental behavior
    28. 28. Research Paper 1 – Green Branding Effects on Attitude  A combined strategy, which appeals to both environmental consciousness and emotional benefits, will yield a stronger attitudinal effect than either functional or emotional positioning strategies on their own. – An exclusively functional green brand positioning may fall short of delivering individual benefits to customers, assuming rational decision processes and limited capacity for brand differentiation. – emotional green branding has the potential to overcome these limitations, a purely emotional green position could lead to weaker attitude effects, caused presumably by a possible misinterpretation of vague green claims
    29. 29.  “Green” is not being used as a promotional tool, since there is a lack of knowledge about the factors that can build a strong green brand for a telecom operator.  The effect of the factors on green brand preference wasn’t significantly different for different genders, while it was significantly different for different ages, income levels and education levels.  Factors affect the green brand equity are green trust, green brand image and green satisfaction ranked according to their correlation.  Green trust is the most important factor, which shows that consumers need most a transparent green branding that does not carry any false claims or green wash. Research Paper 2 – Perception of Green Branding
    30. 30. Part 4: Concluding Remarks The Road to better Green Branding Process
    31. 31. Examples of effective Green Branding Practice
    32. 32. Overview of Telecom Service Providers’ Green Activities
    33. 33. Green Elements along the Service Provider Value Chain
    34. 34. Green Branding Strategies Manufacturing Transportation Product Use Recycling Facilities
    35. 35. Manufacturing 1. Manufacturing Material use: 1. Product designs smaller, thinner, lighter products, we do more with less material. 2. Product features a revolutionary unibody design, which replaces dozens of individual parts with a single piece of recyclable metal. Green Branding Strategies
    36. 36. 2. Transportation Smaller packaging. 1. Efficient packaging design helps reduce the emissions produced during transportation. Green Branding Strategies
    37. 37. 3. Energy Efficiency Energy use 1. Designs products to be energy efficient. Meets the strict low- power requirements of the ENERGY STAR specifications. 2. Lower power consumption reduces energy bills and lessens the environmental impact of greenhouse gas emissions from power plants. Green Branding Strategies
    38. 38. 4. Recyclability Product recyclability. 1. Approach to recycling begins in the design stage, where we create compact, efficient products that require less material to produce. 2. Normal Product batteries can be charged only 200 to 300 times. The new battery can be charged up to 1000 times. 3. That saves you money, produces less waste, and increases the lifespan of your new product Green Branding Strategies
    39. 39. 5. Facilities Employee Commuter Programs 1. Company provides its employees with alternatives to driving their own vehicles to work. 2. Many employees take advantage of company public transportation incentives. Green Branding Strategies
    40. 40. Research P1 – Green Effects on Attitude Research P2 - Perceptions of Green Branding Future areas for research 1. The participants in the experiment were undergraduate students. The results are nevertheless indicative of the responses of the target market in question, but a larger and more varied sample is called for to reinforce the findings. 2. Studies that would aim to develop standardized instruments for measuring the perceptual and attitudinal effects of alternative green positioning strategies Future areas for research 1. Finding the reason for the lack of awareness of the Egyptian consumers and study the most appropriate approaches to raise the environmental awareness 2. Conduct market segmentation for the green consumers and study the most sensitive segments to this type of marketing 3. The conceptual framework could be tested in other countries in order to be able to generalize the model
    41. 41. Thank You !

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