Sustainability and Branding

Sustainability and Branding - A Concept for Corporate Responsibility Branding is a book about how companies can develop a responsible and sustainable corporate brand that is in balance with business people and the world around them. The book brings together research and new knowledge in the field and offers methods and tools that enable you to analyze and develop engaging sustainability communication and branding.The book is aimed at students and researchers in communication management and sustainability. In addition it is highly relevant for communication professionals brand managers and sustainability officers in companies and organizations. It helps clarify key concepts and the many initiatives and perspectives within the field. Through concrete models and examples it also provides inspiration for working analytically and strategically with Corporate Responsibility Branding (CRB).The book offers insight into current challenges related to earning trust and achieving legitimacy in corporate responsibility and sustainability efforts. It discusses how stakeholder engagement business ethics stakeholder capitalism activism and ESG communication and reporting can offer useful perspectives for the development of a responsible brand.