Building a Sustainable Brand

  • Eva Kicová
  • Anna Križanová
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


It is extremely hard to succeed in business when brand is not considered between top three brands in the segment. Brand should be in people’s minds in decision-making process of buying products or services. If it is not, the company is just fighting for market share mostly with price. Sustainability and responsible consumption are becoming an important part of our lives. This article presents a summary of expert opinions on the sustainable brand building and STP process. In addition, the aim of this paper is to declare why going sustainable is necessary. Furthermore, it enriches this knowledge by results of own research. Research is aimed to discover customers’ readiness and preferences about sustainable lifestyle.



This research was financially supported by the Slovak Research and Development Agency – Grant NO. APVV-15-0505: Integrated model of management support for building and managing the brand value in the specific conditions of the Slovak Republic.


  1. Belz, F., & Peattie, M. (2009). Sustainability marketing: a global perspective. Galsgow: Bell&Bain. ISBN 978-0-470-51922-6.Google Scholar
  2. Birnerová, E., & Križanová, A. (2008a). Základy Marketingu I .2.vyd. Žilina: EDIS. 163s. ISBN 978-80-8070-836-8.Google Scholar
  3. Birnerová, E., & Križanová, A. (2008b). Základy Marketingu II .2.vyd. Žilina: EDIS. 146s. ISBN 978-80-8070-906-8.Google Scholar
  4. Carroll, A. B. (1999). Corporate social responsibility – Evolution of a definitional construct. Business and Society, 38(3), 268–295. In Prskavcová, M., et al. Společenská odpovědnost firem, lidský kapitál, rovné příležitosti a environmentální management s využitím zahraničních zkušeností. Liberec: Technická univerzita v Liberci, 2008. 162 s. ISBN 9788073724368.CrossRefGoogle Scholar
  5. Chen, Y.-S. (2010). The driver of green brand equity: Green brand image, green trust and green satisfaction. Journal of Business Ethics, 121, 203–215. ISSN: 1573-0697.Google Scholar
  6. Birnerová, A., & Križanová, M. (2012). International Marketing. Bratislava: Martinus.Google Scholar
  7. Bodur, M., & Sarigollu, E. (2005). Environmental Sensitivity in a developing country: Consumer classification and implications. Environment and Behaviour, 37(4), 487–510.CrossRefGoogle Scholar
  8. Chan, K. (2000). Market segmentation of green consumers in Hong Kong. Journal of International Consumer Marketing, 12(2), 7–24.CrossRefGoogle Scholar
  9. Crispell, D. (2014). Going green(ish). [online] [citované 2014–06-11]. Dostupné na internete
  10. Hartman Group. (2007). Sustainability from Consumer’s perspective. Bellevue, WA: Tinder Box.Google Scholar
  11. Drucker, P. (1954). The practice of management. New York: Harper & Row.Google Scholar
  12. Fuller, D. (1999). Sustainable marketing: Managerial – Ecological issues (p. 407). London: SAGE Publications. ISBN 978-07-619-1219-4.Google Scholar
  13. Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Review, 46(1), 79–84.Google Scholar
  14. Grant, J. (2007). The green marketing manifesto (p. 304). London: Wiley. ISBN 978-04-707-2324-1.Google Scholar
  15. Keller, P. (2007). Strategic brand management. Praha: Grada Publishing.Google Scholar
  16. Kemper, J., et al. (2013). Competition-motivated corporate social responsibility. Journal of Business, 66, 1954–1963.Google Scholar
  17. Landor and Associates. (2006). Branding Reference. London: Landor and Associates.Google Scholar
  18. Klieštikova, J., & Nadanyiova, M. (2017). Greenwashing and its impact on consumer confidence – Case study of Slovak Republic. Journal of Management and Marketing Review, 2(1), s. 8–s.14. ISSN 0128 – 2603.Google Scholar
  19. Križanová, A., Majerová, J., & Zvaríková, K. (2013). Green marketing as a tool of achieving competitive advantage in automotive transport. Proceedings of 17th International Conference Transport means 2013, (pp. 45–48), University of Technology, Lithuana, October.Google Scholar
  20. Levi, D. L. (1997). Environmental management as political sustainability. Organization & Environment, 10, s.126–147. Citované podľa: KALLIO, Tomi J. Taboos in corporate social responsibility discourse. Journal of Business Ethics. 2007, 2, s. 165–175.Google Scholar
  21. Levy, M., & Weitz, B. (2009). Retailing management. New York: McGraw-Hill.Google Scholar
  22. Lynch, R. (2005). Corporate strategy (p. 864 s). New Jersey: Prentice Hall. ISBN 978-0-27370-178-1.Google Scholar
  23. Magretta, J. (2013). Understanding Michael Porter: The essential guide to competition and strategy (p. 208 s). Boston: Harvard Business Press. ISBN 978-142214-229-5.Google Scholar
  24. Majerová, J., & Kliestik, T. (2015). Brand valuation as an immanent component of brand value bulding and managing. Procedia – Ekonomics and Finance (elektronický zdroj), 26, online, s.546–522. ISSN 2212-5671.CrossRefGoogle Scholar
  25. Majerová, J., Kliestik, T., & Misankova, M. (2015). Analysis of convergences and divergences of bankruptcy law institutes in the Slovak Republic and in the world. In ICASS 2015 [elektronický zdroj]: 5th international conference on Applied social science: October 4–5, 2015, Limassol, Cyprus. Bellflower: IERI & PRESS. ISBN 978-1-61275-072-9. CD-ROM, s. 34–39. (Advances in education research, Vol. 80. ISSN 2160-1070).Google Scholar
  26. Makower, J., & Cara PIKE. (2009). Strategies for the green economy: Opportunities and challenges in the new world of business. New York: McGraw-Hill.Google Scholar
  27. Mcelhaney, K. A. (2008). Just a good business. The strategic guide to aligning corporate responsibility and brand. San Francisco: Berrett-Koehler Publishers. ISBN 978-80-8109-193-3.Google Scholar
  28. Nadanyiova, M. (2016). Global trends of the personnel marketing in service enterprises. In Globalization and its socio-economic consequences [elektronický zdroj]: 16th international scientific conference: proceedings: 5th–6th October 2016 Rajecke Teplice, Slovak Republic. Part III. Zilina: ZU University of Zilina. ISBN 978-80-8154-191-9. Online, s. 1474–1481.Google Scholar
  29. Natural Marketing Institute. (2016a). LOHAS. [online] [citované 2014-06-13] Dostupné na internete < >.
  30. Natural Marketing Institute. (2016b). Research report. [online] [citované 2014–06-10] Dostupné na internete <>.
  31. Nielsen. (2016). My best segments:P$YCLE®. [online] [citované 2014-06-03] Dostupné na internete < >.
  32. Otmann, J. A. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. San Francisco: Berrett-Koehler Pub.Google Scholar
  33. Paettie, K., & Crane, A. (2005). Green-marketing: Legend, myth, farce or prophesy? International Journal. ISSN: 1463-5771.Google Scholar
  34. Pavlík, L. (2014). HCA TV: Čo je to Positioning? Škola manažmentu Rona Hubbarda semináre a kurzy pre majiteľov firiem, manažérov a obchodníkov. [online] [citované 2014-05-10] Dostupné na internete
  35. Peattie, K., et al. (2012). Marketing and sustainability. Cardiff: Brass Centre. ISBN 1-904393-4.Google Scholar
  36. Philip, K., & Lane, K. K. (2006). Marketing management (12th ed.). New Jersey: Pearson Prentice Hall.Google Scholar
  37. Polonsky, M. J. (1994). Green marketing regulation in the US and Australia: The Australian checklist. Greener Management International, s., 5, 44–53.Google Scholar
  38. Polonsky, M. J. (1995). A stakeholder theory approach to designing environmental marketing strategy. Journal of Business and Industrial Marketing, 10(3), 29–46.CrossRefGoogle Scholar
  39. Polonsky, M. J. (2002). A framework for ecopreneurship. Greener Management International, 5(1), 44–53.Google Scholar
  40. Porter, M.-E. (1998). Competitive advantage. Creating and sustaining superior performance (p. s 221). New York: Free Press. ISBN 0-684-84146.Google Scholar
  41. Rusko, M. (2006). Bezpečnostné a environmentálne manažérstvo. Bratislava: VeV et Strix, Edícia EV-7, Prvé slovenské vydanie. ISBN 80-969257-9-2, 389 s.Google Scholar
  42. Rypáková, M. (2013). Green customers purchasing behaviour and their intentions. In Sborník příspěvků VI. mezinárodní vědecké konference doktorandů a mladých vědeckých pracovníků 2013. Opava. ISBN 978-80-7248-901-5.Google Scholar
  43. Rypáková, M. (2014). Two contrast trends: the conscious consumption trend and growing number of cars. In Ustojčivoje razvitije: obščestvo i ekonomika: materialy moloďožnych sekcij meždunarodnoj naučno-praktičeskoj konferencii, posvjaščennoj 290-letiju Sankt-Peterburskogo gosudarstvennogo universiteta, Sankt-Peterburg: Nestor-Istorija. ISBN 978-5-4469-0273-6.Google Scholar
  44. Rypáková, M., & Kormaňáková, V. (2014). The benefits of applying green marketing principles in the individual road transport. In CER Comparative European research 2014: proceedings/research track of the 1st biannual CER conference: international scientific conference for Ph.D. students, London: Science Publishing. ISBN 978-0-9928772-0-0.Google Scholar
  45. Singh, P. (2014). Green marketing: Opportunity for innovation and sustainable development [2014-07-15]. Dostupné na: SSRN:
  46. Sun, T., Horn, M., & Merritt, D. (2004). Values and lifestyles of individualists and collectivists: A study on Chinese, Japanese, British and US consumers. Journal of Consumer Marketing, 21, 318–331. ISSN: 0736-3761.CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of EconomicsUniversity of Zilina, Faculty of Operation and Economics of Transport and CommunicationZilinaSlovak Republic

Personalised recommendations