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Brand Management: The Six Principles of Green Brand Management,been derived and the development of the “green economy” has been illustrated, basic rules for the management of green brands can be derived. In this chapter, the “Six Laws of Green Brand Management” are summarized for use in day-to-day business. In this way, concrete parameters are available to chec

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Neuro-Psychopharmaka - Ein Therapie-Handbuchound, the question arises as to the relationship between economy and ecology in day-to-day business and how companies can “sell” themselves professionally without compromising their green credentials. In addition, there are numerous companies that use “green commitment” superficially as a so-called

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B. Müller-Oerlinghausen,W P. Kaschkaices. Against this background, the general characteristics of green brands across different segments are documented and the concept of “green branding” is explained. The overall societal change movements from mass production and acceleration of consumption, via product individualisation and Lohas of

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https://doi.org/10.1007/978-3-7091-6593-5required. The basic laws of brand management refer to the knowledge of the consistent behavioural patterns of individual people, but above all of human interaction. In this chapter, it is shown that brand is first of all a social phenomenon that has direct economic effects. Against this background,

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Neuro-Psychopharmaka - Ein Therapie-Handbuch” of the brand, i.e. the success profile, is analysed and operationalised as an example. The success profile, one of the most common brand management tools, identifies all the characteristics that a company has typically delivered over time. These causes can be specifically controlled by the company

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