Sustainability & Brand Marketing - part 2

2 - Brand equity: the reciprocal contributions between sustainability claims and brand value.
This report provides beauty marketers with strategic frameworks, concrete tools and illustrative examples to improve the efficiency and relevancy of sustainable marketing claims by connecting them with what the brand stands for.

Conversely, it also highlights that what the brand stands for should increasingly integrate the sustainability imperative.

1 - Brand purpose: connected yet not the same as sustainability.
2 - Brand equity: the reciprocal contributions between sustainability claims and brand value.
3 - Cause marketing and brand activism: mutually beneficial for a brand and for a cause – if done right.

Part 2 - Brand equity: the reciprocal contributions between sustainability claims and brand value.

What is brand equity?

Brand equity is one of the major, and most complex, components of modern marketing.