Brand Sustainability Defined

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Medha, a brand researcher in New Delhi, India who asks…

Hi Brad, I’m researching the sustainability of brands in India. I’m confused — when one says sustainability everyone starts talking about being green. For me sustainability means the brands capability to endure over the long term. What are your views on this?

Thanks for your question Medha. As you point out, nowadays sustainability is most often associated with being green, however if you are talking about a sustainable brand it can also mean how long the brand will survive and thrive. Some people talk about a brand’s “life cycle.” I believe that products have life cycles, but that brands can transcend life cycles if managed well. That is, if they are defined as a set of timeless customer benefits rather than particular products or services, one can continuously innovate the products and services to keep the brand fresh and relevant. Brands only die because their managers have not properly orchestrated their evolution, including the evolution of their products and services, over time.

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