Sustainability Brand
Menurut pakar penjenamaan Wally Olins, "penjenamaan adalah
manifestasi mendalam keadaan manusia. Ia adalah mengenai milik: yang
dipunyai oleh satu suku, agama, untuk keluarga. Branding menunjukkan
semangat kekitaan ". Logo yang yang digunakan adalah simbol kepercayaan
asas. Ia dipaparkan supaya membolehkan kita untuk mengenali dan mengaitkan
dengan orang lain yang berkongsi kepercayaan.
Sebagai contoh, perunding jenama Brian Collins menjelaskan bahawa ada
sesuatu yang berbeza apabila memakai kasut
Nike semasa berada di
gelanggang bola keranjang.
"Creating and building a sustainable brand is all about putting beliefs, business, and a brand into
engaged action. This action will require confidence and courage, with some great guidance from
thought leaders like Henk. At this stage, we all know the why, but this book provides the how in
the journey towards our common future."
JAMES CURLEIGH, President, Levis
Sustainable brands may have started as 'doing less harm' and shaving costs off the bottom line. But brands
today, supported by over a decade of phenomenal changes in sustainability, are looking for the holy grail of
sustainable business -- a fusion of products and branding that can actually drive sustainability and grow the
business top line.
Consumers have already joined the party. Just look at TOMS, Patagonia, Method, Seventh Generation,
Dove and many more. What is missing isnt the consumer but a better understanding of what fully-rounded
consumers really want in their quest for a healthy, fulfilling life.
http://www.ecifm.rdg.ac.uk/definitions.htm
http://www.roundpegcomm.com/why-sustainable-brands-will-absolutelydominate-by-2035/
http://placebrandobserver.com/theory/green-brands-sustainabilitybranding/
http://amaliamaulana.com/blog/brand-branding-dan-peranannya-bagiperusahaan/