[雙語翻譯]綠色品牌營銷策略外文翻譯—在可持續(xù)發(fā)展時代的品牌策略（原文）

1、Interdisciplinary Description of Complex Systems 15(1), 78-88, 2017 *Corresponding author: olja.milovanov@ef.uns.ac.rs; +381 69 1301224; *Segedinski put 9-11, 24000 Subotica, Serbia BRAND STRATEGIES IN THE ERA OF SUSTAI

2、NABILITY Aleksandar Grubor and Olja Milovanov* University of Novi Sad, Faculty of Economics in Subotica Subotica, Republic of Serbia DOI: 10.7906/indecs.15.1.6 Regular article Received: 19 October 2016. Accepted: 26 F

3、ebruary 2017. ABSTRACT Today, brands are powerful instruments of change. They are tightly connected with consumers all over the world and profoundly incorporated into their everyday life and choices they made. Consumer

4、s indicate with brands they love and strongly advocate the ideas that are embedded in their philosophy and image. Consequently, companies that own successful brands, which are followed by large group of loyal consumers

5、, have the power to generate modification and even complete shift in consumers’ lifestyle, value system, attitudes and behavior. Accordingly, environmentally friendly brands are inevitable element of sustainable market

6、ing strategy and sustainability concept, given that its implementation requires changes that will trigger mass rather than individuals. However, regardless of positive opinion about socially responsible practice on the

7、 market, attitude – behavior gap is widely present among consumers, making segment of green consumers just a market niche. Thus, the most challenging task for marketing and brand managers is to find interest for consum

8、ers in a sustainable way of life and to make it easy accessible and attractive for them. This article aims to highlight the leading role of sustainability in branding theory and practice and to point out strategies fo

9、r successful implementation of green values into the brand management, with an accent on brand equity construct, relying on the results of research and analysis in the given field. KEY WORDS brand management, green bran

10、ding, sustainability, sustainable development, sustainable marketing CLASSIFICATION JEL: M31 A. Grubor and O. Milovanov 80 sustainability requires a new sort of knowledge, capable of providing transparent business acti

11、vities and processes with clear communication and without incorrect claims, which could be slippery area. Finally, taking sustainable projects should be a result of observing and listening market trends, nature and soc

12、iety needs rather than action forced by environment and society current issues, and all those actions and investments should be measured, testified, analysed, improved and justified through the change of consumer perce

13、ption, society welfare, company’s reputation etc. Brand is a unique blend of functional and emotional characteristic perceived by consumers as an additional value, unique experience and fulfilled promise ?8?. It has a

14、symbolic value different from everything that is available in reality, and ability to represent interests that go beyond the brand itself ?9?. For the company, it is the core strategic resource and most powerful inval

15、uable asset ?10-11?. The interdependence between brands and consumers is huge – in a way that consumers determine development and the success of brands, brands reversely influence and direct consumer behavior. As such,

16、 branding has become “the story of belonging and pervasion“, as it enables consumers to express their interests, attitudes, preferences and overall personality through brands they use ?10; p.14?. Moreover, they are tru

17、stworthy source of information and great mediator in education end occupation of large group of consumers which, when create community of a brand, can be very influential force in society ?2?. In recent years consumer

18、interest in environment-friendly alternatives has risen dramatically ?13?, and so their expectations of brands. Even though the attitude-behavior gap, described as the inconsistency between consumers attitudes and act

19、ual buying behavior, is identified in many studies ?14-15?, sustainable attributes are becoming increasingly important in a brand valuation ?6, 16?. Linking brand performance and image with sustainability concerns is

20、becoming leading way for differentiation ?17?. Thus, brand management emerges as a focal and even more dynamic business process with sustainability in the center of its philosophy, and main initiator of traditional bra

21、nd management theory and practice shift ?18?. The relationship between mainstream brands and their consumers have prospered in a way that people want much more for their money – they strive to get the access to all the

22、benefits generated by the company; and, from the standpoint of the companies, that means doing “the right thing” ?6? by contributing to a greater purpose. In words of Paul Polman, CEO of Unilever, “businesses can not

23、succeed in societies that fail. (…) With liberty comes responsibility. Sustainable brands have the heritage, ability and drive to bring this alive.” ?2, p.4?. Sustainability, as a strategy, inevitably emerges in forefr

24、ont of branding and overall business policy, demonstrating responsible stance toward mankind requirements ?19?. Terms “sustainable” and “green” are usually used as synonyms in literature. In this sense, green brands at

25、tributes are ?20; p.42? “ecological” - minimizing the negative impact on natural environment, “equitable” – prevent the marketing promotion of unsustainable social practices, and “economic” – encouraging long-term econ

26、omic development through brand. Brands defer from each other by the degree of integrated green issues. Therefore, there are three categories of “greenness”: 1) green as core value, 2) green integrated in core values, an

27、d 3) green values as the guarantee ?21?. The other classification, by Landor Associates, Newsweek, and Penn Schoen Berland, indicated four groups of green brands in ?22?: 1.) Unsung Heroes – brands that conduct strong