Linked e-resources
Details
Table of Contents
Intro
Preface
What Is This Book About?
Contents
About the Authors
1: Challenges of Green Brand Management
1.1 Green Biodiversity
1.1.1 Green Wish Concert?
1.1.2 "Making Money" as a Green Problem
1.2 Brand Is Modern Home
1.2.1 Restless and Homeless Through Life
1.2.2 Green Trust Only Comes About Through Reliability of Commitment
1.2.3 Long-Term Oriented Brands Do Not Tell (Advertising) Lies: Green- and Bluewashing
1.2.4 Purpose Concepts as Added Value
1.2.5 Brand Work Is Always Cause Work
References
2: Green Consumption
2.1 Clarification of Terms: What Does ``Green ́́Mean?
2.1.1 Sustainability
2.1.2 Corporate Social Responsibility
2.1.3 Organic and Biological
2.1.4 Fair Trade
Organic Versus Regional
Definition of ``Green ́́
2.2 Social-Historical Development: From the Anonymous Crowd to the Individual Crowd
2.2.1 The Green Me
2.2.2 Start of the Green Idea
2.3 History of the Organic Sector
2.3.1 The First Makers
2.3.2 The First Forms of Sale
2.3.3 Turn of the Century from the 1980s
Summary
2.4 The Economic Importance of the Organic Sector Today
Real Consumer Behaviour Using the Example of SUVs
2.5 Expansion of the Green Consumption Zone
2.5.1 Green Clothing
The Green Fashion Market in Figures
2.5.2 Furniture and Construction
2.5.3 Tourism
2.5.4 Finances
Commerzbank: The ``Green ́́Among the ``Giants ́́
2.5.5 Consumer Goods
Summary
2.6 The Famous Lohas: A Brilliant Marketing Idea
Five Megatrends Characterize the Lifestyle of Lohas
2.7 Are There Green Trends?
2.7.1 Brand Sociological Critique of Trend Affinity
2.7.2 Media Theme Change
2.7.3 Acceleration as Actual Content
References
3: Understanding the Brand
3.1 A Tricky Thing: The Brand as a Social Alliance System
3.1.1 No Goods Market Without Branded Goods
3.1.2 Karl Marx: The First Brand Theorist
3.2 Two Thousand Years of Brands and Advertising
3.2.1 A ``Good Name ́́Is Created When (Pre-)Trust Exists
3.2.2 Orientation in the Flood: Rocking Children and Checking e-Mails
Examples
3.2.3 Economics Means Fighting Prejudices
3.3 What Is a Brand?
3.3.1 The Trade Mark from a Legal Point of View
3.3.2 The Brand from an Economic Perspective
3.3.3 The Brand from a Socio-Economic Point of View
What Is Brand Sociology?
How Does a Brand Interpret Its Performance Field Over Time?
3.4 Brand Is This
3.4.1 Abstract Means Nothing
Example
3.4.2 Only Limit Creates Power
3.4.3 Compressing Power
3.4.4 Reducing Everyday Complexity
3.4.5 Omission as a Virtue
Brand Sociological Causal Chain
References
4: Development, Evolution and Management of a Green Brand
4.1 Green Brand Management Using the Example of Wooden Radio
4.1.1 Initial Situation
4.1.2 New Craft: The History of Wooden Radio
4.1.3 Brand Development of Wooden Radio
Preface
What Is This Book About?
Contents
About the Authors
1: Challenges of Green Brand Management
1.1 Green Biodiversity
1.1.1 Green Wish Concert?
1.1.2 "Making Money" as a Green Problem
1.2 Brand Is Modern Home
1.2.1 Restless and Homeless Through Life
1.2.2 Green Trust Only Comes About Through Reliability of Commitment
1.2.3 Long-Term Oriented Brands Do Not Tell (Advertising) Lies: Green- and Bluewashing
1.2.4 Purpose Concepts as Added Value
1.2.5 Brand Work Is Always Cause Work
References
2: Green Consumption
2.1 Clarification of Terms: What Does ``Green ́́Mean?
2.1.1 Sustainability
2.1.2 Corporate Social Responsibility
2.1.3 Organic and Biological
2.1.4 Fair Trade
Organic Versus Regional
Definition of ``Green ́́
2.2 Social-Historical Development: From the Anonymous Crowd to the Individual Crowd
2.2.1 The Green Me
2.2.2 Start of the Green Idea
2.3 History of the Organic Sector
2.3.1 The First Makers
2.3.2 The First Forms of Sale
2.3.3 Turn of the Century from the 1980s
Summary
2.4 The Economic Importance of the Organic Sector Today
Real Consumer Behaviour Using the Example of SUVs
2.5 Expansion of the Green Consumption Zone
2.5.1 Green Clothing
The Green Fashion Market in Figures
2.5.2 Furniture and Construction
2.5.3 Tourism
2.5.4 Finances
Commerzbank: The ``Green ́́Among the ``Giants ́́
2.5.5 Consumer Goods
Summary
2.6 The Famous Lohas: A Brilliant Marketing Idea
Five Megatrends Characterize the Lifestyle of Lohas
2.7 Are There Green Trends?
2.7.1 Brand Sociological Critique of Trend Affinity
2.7.2 Media Theme Change
2.7.3 Acceleration as Actual Content
References
3: Understanding the Brand
3.1 A Tricky Thing: The Brand as a Social Alliance System
3.1.1 No Goods Market Without Branded Goods
3.1.2 Karl Marx: The First Brand Theorist
3.2 Two Thousand Years of Brands and Advertising
3.2.1 A ``Good Name ́́Is Created When (Pre-)Trust Exists
3.2.2 Orientation in the Flood: Rocking Children and Checking e-Mails
Examples
3.2.3 Economics Means Fighting Prejudices
3.3 What Is a Brand?
3.3.1 The Trade Mark from a Legal Point of View
3.3.2 The Brand from an Economic Perspective
3.3.3 The Brand from a Socio-Economic Point of View
What Is Brand Sociology?
How Does a Brand Interpret Its Performance Field Over Time?
3.4 Brand Is This
3.4.1 Abstract Means Nothing
Example
3.4.2 Only Limit Creates Power
3.4.3 Compressing Power
3.4.4 Reducing Everyday Complexity
3.4.5 Omission as a Virtue
Brand Sociological Causal Chain
References
4: Development, Evolution and Management of a Green Brand
4.1 Green Brand Management Using the Example of Wooden Radio
4.1.1 Initial Situation
4.1.2 New Craft: The History of Wooden Radio
4.1.3 Brand Development of Wooden Radio