In today’s branding world, we hear more about sustainable brands every day. Sustainable branding is a new model in strategic brand management that, along with maximizing profit and growth, pursues basic economic, social and environmental goals. Brand sustainability is not only about working on the “visible effects of harm” or “social responsibility”. Rather, looking at the deep effects of the brand, it is formed at the heart of the organization’s strategy. In this way, the brand is committed to creating value and respect for all brand audiences in the places where it takes its resources.
Why are brands looking for sustainability?
Sustainable brands both guarantee their profits in the long-term future and make them loyal by creating popularity among their audience. Their brands and offers are diverse and unlimited, but the budget of the audience is limited. and looks for its appropriateness and distinction among the choices. A number of audiences pay serious attention to the stability of the brand in this choice, and their number is increasing every day. For example, in choosing their favorite soft drink, in addition to the taste of Coca-Cola and Pepsi, they They pay attention to the sustainability of the brand. For example, which one works more effectively in the field of waste reduction and recycling, has a fairer treatment with human resources, or is more transparent in the economic field.
