期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2020
卷号：20
期号：1
页码：781-784
语种：English
出版社：Ovidius University Press
摘要：During the last decades the importance of sustainability has steadily increased and nowadays, sustainability is not only a governmental responsibility. Creating a sustainable practice is the need of the day. With the impacts of climate change becoming more drastic, a green brand is beneficial to both the environment and the brand. The United Nations are fully focused on achieving their Sustainable Development Goals by 2030, and the brand can be part of that. Besides the concept of sustainability, the field of brand management has gained more relevance in the last decades as well. Today, companies invest large amounts of money in the development of their brands.This paper aims to highlight the leading role of sustainability in branding theory and practice and to point out strategies for successful implementation of green values into the brand management.
