Sustainable Brand Positioning

Transformations especially after the First Industrial Revolution have triggered patterns of consumption and production that have endangered life on Earth. This research is a study on brand positioning and sustainability that aims to identify how these concepts are used as a strategy in Pantys brand management. The study is divided into three chapters that allude to the Tripod of Sustainability. Thus the first presents the concept of sustainability and environmental issues; the second represents the financial management through brand positioning and organizational communication; and finally the third chapter is equivalent to the social management that comprises the taboo of menstruation and the development of absorbents with the purpose of immersing in the universe of the brand. In order to achieve the objectives a content analysis of two Pantys campaigns was carried out being possible to identify actions that frame the brand as sustainable.