This document discusses branding strategies for environment conservation initiatives. It provides examples of how non-profit organizations like WWF and green companies use branding and eco-labels to build credibility and trust with consumers. Government initiatives for conservation like Namami Gange in India are also adopting branding approaches to increase awareness, simplify messaging, and engage citizens. Effective branding involves creating a clear vision, mission, values, and visual identity to communicate the goals of sustainability programs.

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Nandita Khaire
Environment conservation and branding
3. Sustainability brands are products
and services that are branded to
signify a special added value in
terms of environmental and social
benefits to the customer and thus
enable the differentiation from
competitors.
World Wide Fund (WWF)
Brand image building for any
company, institution, NGO, products
and services is critical in today's
environment. Consumer all around the
world prefer to buy products and
services called green brands that have
an eco-label.Companies want a brand
image as being environment friendly.
They communicate continuously
emphasising their environment
conservation efforts.Non profit
organisations also need branding to
build credibility and enhance their image
amongst the public.Some of the non
profit organisations hire professionals to
advise them. Governments have also
become aware about the need for
branding their programs that are meant
for the welfare of its people. In India, the
central government has consciously
adopted branding strategies for their
programs.
B r a n d i n g o f e n v i r o n m e n t
conservation can be seen from the
followingperspectives :
1. Non profit organisations in the
environment / ecology /conservation
domain - WWF, BAIF Research
Foundation, Bombay Natural
History Society (BNHS) etc
Some of their branding objectives
are: (a) to build a future where people
live in harmony with nature. (b) Create a
powerful network globally, that is
devoted to conservation of nature. (c)
Ability to engage in constructive
dialogue and non confrontationalaction.
(d) Have an integrated approach across
all programs policies, campaigns. (e)
Engage, mobilise and inspire millions of
people, have partnerships with civil
society, governments and public
institutions and private sector. (f)
Nurture talent and develop high
performing people ensuring diversity of
culture and gender. (g) Build
transparency and accountability in all
that they do.
4. Government initiatives that need to
have a positive impact and credibility
a m o n g s t t h e c i t i z e n s a n d
stakeholders.
Non profit organisations need
branding as an integral part of their
strategy. Branding helps them to build a
formidable reputation, enlist volunteers,
raise funds, attract good quality talent,
engage with civil society, governments
and provide clout. The general public is
always influenced by the opinionsof
'branded' non profit organisations.
2. Green brands or companies that
c o n s u m e r s a s s o c i a t e w i t h
environmental conservation and
sustainable business practices.
They use eco labels to build
credibility and trust.
Non profit organisations /
institutions in the environment
conservation domain
Everybody is familiar with this logo. It
e p i t o m i s e s a n d
conveys what World
Wide Fund stands for.
Founded in 1961, WWF
works in the field of the
w i l d e r n e s s
p r e s e r v a t i o n a n d
reduction of human
i m p a c t o n t h e
environment. It is the largest
conservation organization with over five
million supporters worldwide, working in
more than 100 countries, supporting
around 1,300 conservation and
environmental projects.
Eco-labellingis a voluntary method
of environmental performance
certification and labelling that is
practised around the world.An eco-label
identifies products or services proven
environmentally preferable overall,
within a specific product or service
category.
Some of the eco labels used are
Ecomark is the Indian government
operated seal of approval program for
e n v i r o n m e n t a l l y
preferable consumer
products.The criteria
follow a cradle-to-grave
approach, i.e. from raw
material extraction, to
manufacturing, and to disposal. The
Ecomark label is awarded to consumer
goods that meet the specified
environmental criteria and the quality
requirements of Indian Standards.
Green brands are those brands that
c o n s u m e r s a s s o c i a t e w i t h
environmental conservation and
sustainable business practices. Green
brands are chosen by consumers who
are concerned with environment
conservation. There is trend for 'green
luxury' where consumers prefer benefits
of living green, particularly the
millennials. An international study by
consumer goods giant Unilever reveals
that at least 33% of consumers are now
are choosing to buy brands that are
doing social and environmental good.
Consumer research has also revealed
that consumers feel more comforted
and have a more positive attitude
towards environment friendly brands.
Eco certis a certification body for
sustainable development. It is an
inspection and certification body
established in France by
agronomists aware of
the need to develop
environmentally friendly
agriculture and of the
importance of offering some form of
recognition to those committed to this
method of production.
The Energy Starlogo identifies the
most energy efficient equipment for a
variety of types of products to guide
consumers when they are making
purchases.
India Organicis a
certification mark for
organically farmed food
products manufactured in
India. It certifies that an
organic food product or the raw
materials used in the product were
Green brands

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Green tech start-ups need to make
branding a part of their business
strategy during the early stage of
development. Branding helps to create
an image of a socially responsible and
crediblecompany. It helps them to be
perceived as a valued firm to potential
investors. Here are some examples of
Indian green tech companies that have
effectively used branding as part of their
strategy.
g r o w n t h r o u g h
o r g a n i c f a r m i n g ,
without the use of
chemical fertilizers,
pesticides, or induced
hormones.
These labels on the products add
credibility to environment conservation.
Sustainability brands
Sustainability branding is the
process of creating and maintaining an
identity of a specific product, service, or
business that reflects special added
value in terms of environmental and
social benefits. Green brands mainly
focus on environment friendly business
practices, while sustainability brands
add a social dimension like health and
safety issues, conditions under which
products are produced, supply chain
and adhere to triple bottom line -
environment, social and financial
sustainability.
GreenPro is a product certification
granted by the CII that aims at helping
environmentally conscious customers
to make a greener choice. The
certification follows a
complete lifecycle
approach for certifying
products. The focus of
GreenPro certification
is green building
p r o d u c t s a n d
industrial equipment.
The top ten leading companies are
Tata Chemicals Ltd, Ambuja Cements
Ltd, Infosys Ltd, Mahindra & Mahindra
Ltd, Tata Motors Ltd, Tata Power
Company Ltd, Bharat Petroleum
Corporation Ltd, ITC Ltd, Hindustan
Zinc Ltd and Indian Oil Corporation Ltd.
In 2017, the United Nations set out
an ambitious programme called
sustainable development goals
(SDGs), covering 17 goals and 169
interlinked targets. Attainment of SDGs
requires significant effort from both the
governments as well as the private
sector. The SDGs have the potential to
provide a framework for mobilizing
companies to invest in sustainable
development in an ongoing and
scalable way, while also pursuing their
own business interests. Companies are
gradually incorporating SDGs into their
responsible business actions.
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ChakrInnovation has developed a
proprietary hardware technology to curb
pollution. Chakr Shieldtakes diesel soot
from generators and converts it into inks
and paints. Running at 35 different sites,
has been able to capture more than 300
kg of particulate matter in the past 1
year, which would have otherwise
polluted 1,500 billion litres of air.
Governments also use branding as
a strategic tool for many of its services
and programs. These services and
programs are meant for the benefit of its
citizens. The objective for branding is to
buildtrust and credibility while reaching
out to a vast diverse set of people in a
country like India, create awareness
among the citizens and to simplify
messaging while working with multiple
stakeholders.
Husk is one of the world's leading
off-grid utilities. They provide reliable
power to rural communities and
businesses, entirely from renewable
energy sources.
At the start a logo competition was
announced by the government. Further,
there have been efforts to involve and
motivate citizens to be a part of the
program. Volunteers can register and
participate in various activities like
cleaning the ghats, tree plantation.
Companies can partner in solid waste
management, bioremediation of nallas
and drains etc as part of their CSR
programs. https://nmcg.nic.in/csr/
csrindex.aspx. The National Mission for
Clean Ganga (NMCG) was awarded the
distinction of “Public Water Agency of
the Year” by Global Water Intelligence at
the Global Water Summit in London on
April 9 2019.
T h e r e i s e m p h a s i s o n
c o m m u n i c a t i o n s a s w e l l .
NamamiGange is active on social media
that provides constant updates about
the progress of the mission.
NamamiGange
Government initiatives
The first steps of branding are
creating the vision, mission and core
values. The next step is creating the
visual identity i.e. the name and logo. In
the past government schemesdid not
have a visual identity. They had
acronyms like MNREGA, JNNURM
etc. Acronyms do not convey the
essence of the program. One cannot
pronounce them. Neither are they
motivating or inspiring. However in the
past few years the central government
has avoided acronyms and used
powerful names that consist of simple
words that convey the mission.
Programs like 'Swachh Bharat Abhiyan,
or Make in India are simple and easily
understood.
Nandita Khaire
khaire.nandita@gmail.com
HelpUs Greenwas founded with the
sole aim of saving the Gangesby
collecting the waste strewn in and
around the mosques and temples of
Uttar Pradesh. They recycleand reuse
the collected waste and has helped
1,200 rural families and has worked to
prevent close to 1,000 kg of toxic
pesticides, insecticides and chemical
waste from filtering and festering in the
Ganges.
In the area of environment
conservation the
initiative to clean
the river Ganga
has been aptly
n a m e d a s
NamamiGange.
It is a flagship
programmeby the central governmentto
reduce pollution, conservation and
rejuvenatetheriver Ganga.More
importantly, the branding has not
stopped at a logo creation. There is
continued effort on part of the
government to create awareness and
involve the citizens as well.