Building a Sustainable Brand

Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

It is extremely hard to succeed in business when brand is not considered between top three brands in the segment. Brand should be in people’s minds in decision-making process of buying products or services. If it is not, the company is just fighting for market share mostly with price. Sustainability and responsible consumption are becoming an important part of our lives. This article presents a summary of expert opinions on the sustainable brand building and STP process. In addition, the aim of this paper is to declare why going sustainable is necessary. Furthermore, it enriches this knowledge by results of own research. Research is aimed to discover customers’ readiness and preferences about sustainable lifestyle.

Notes

Acknowledgment

This research was financially supported by the Slovak Research and Development Agency – Grant NO. APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of EconomicsUniversity of Zilina, Faculty of Operation and Economics of Transport and CommunicationZilinaSlovak Republic

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