Sustainability as a monetary brand value – A social-psychological and economical frame-work
Stephan GötzeIndependent Consultant, Germany
INTRODUCTION: DO BRANDS SHOW A RETURN OF INVESTMENT WITH REGARD TO SUSTAINABILITY, AND MIGHT THIS MOTIVATE ENTERPRISES TO INVEST?
Prior to the climate change breakthrough in public opinion and it becoming a major issue in the management world, the author initiated the Sustainability and Brand Equityproject in 2006. How much sustainability is already entailed in the image of large brands and how much is this percentage worth in monetary value? Using this data large companies would then be convinced to invest...