Branding Sustainability: Determinant Factors for Transition Brands in Portugal Bárbara Leão Abstract
The current research program aims to ascertain whether during the evolution towards a new consumption paradigm and in a transitional period to market sustainability, corporations strategically exhibit similar marketing mixes to those observed in well-established free-market economies where sustainability is a crucial component of the prevailing paradigm. Methodologically the study will draw on primary data collection aiming to measure how consumer targets perceive sustainable brands in Portugal. This includes both quantitative and qualitative methods of scrutiny and analyses. The research will aim to make an academic contribution on the theoretical areas of: 1) Sustainability and brand image; 2) Marketing mix behaviour: a. Strategic marketing and branding and sustainability by focusing on a spectrum of marketing mix behaviours across three sectors of economic activity. b. In so doing the research will aim to correlate marketing mix strategy with sustainable corporate behaviour with a view to identifying patterns of applicability of traditional marketing mix approaches to new organisational thinking where sustainability is a key pillar of strategic formulation 3) Finally the research aims to integrate the concepts of sustainability in corporate behaviour and brand identity, drawing on their implications to market positioning and organisational competitive advantage. Keywords: Sustainability; Brand Image and Identity; Marketing Mix Behaviour; Transition
State of the art
One can quote the most widely known definition of sustainability and sustainable development as: “sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” (Brundtland Commission of the United Nations on March 20, 1987). But the concept of sustainability has been changing and evolving into something richer. At the 2005 World Summit it was noted that this requires the integration of environmental, social and economic demands - the "three pillars" of sustainability