Jez Frampton, CEO of Interbrand and Interbrand's Director of Strategy in New York Emma Hrustic discuss Interbrand’s Best Global Green Brands.
Your brand's initiatives may be among your most visible; you realize good practice is smart practice. But there can be a large discrepancy between your brand's green performance and green public perception. So, how can your brand's green strategy contribute to consumer choice and contribute to brand equity?
in an effort to offer a broader view of the top 100 2010 Best Global Brand's green perception and performance, Interbrand created its Best Global Green Brands study. Deloitte was engaged to analyze the brand's performance and Interbrand conducted the perception analysis and aggregated the final score. The final result is a list of the 50 top green brands and the gap between each brand's performance and perception score.
Find out more about the Best Global Green Brands in this conversation with Jez Frampton and Emma Hrustic. Additionall, for more specifics about our Best Global Green Brands methodology, you can read Interbrand's methodology article and view our accompanying info-graphic.
A good green initiative is, after all, one that is profitable for the bottom line as well as the brand….