The research paper discusses sustainability and its utilization in constructing comprehensive brand strategies. It proposes dividing these integrated brand strategies into two fundamental groups: the hidden foundational elements (the heart and soul), which operate internally without public announcement but contribute to the cohesion of all internal and external brand transactions and activities. On the other hand, the visible elements group includes the marketing mix (comprising product, price, distribution, and promotion), followed by SWOT analysis (to clarify the brand's strengths, weaknesses, opportunities, and threats). Subsequently, it addresses targeting, market positioning, and appropriateness.
The second set of foundational elements encompasses visible aspects (texture and feel), governing values, brand message and vision, brand story, name and logo, typography and design, color palette, and brand touchpoints.
The research paper concludes that both groups can be applied to sustainable brand strategies by investing in the emerging value derived from embracing environmental values to stimulate various aspects of brand building and interconnectivity.
The key findings of the paper emphasize four crucial points in green brand strategies: targeting, education, transparency, and consistency. Each represents a pivotal element in establishing brand credibility and validating all marketing communications.