2. Agenda
1. Summary of the Research Paper 1
2. Summary of the Research Paper 2
3. Research Paper Findings
4. Concluding Remarks –A Road to better Green
Branding Process
3. 1. Green Branding Effects on Attitude: Functional vs
Emotional Positioning Strategies
Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005)
Marketing Intelligence & Planning Vol. 23 No. 1
2. Perception of Green Brand in an Emerging Innovative
Market
Maha Mourad , Yasser Serag Eldin Ahmed (2012)
European Journal of Innovation Management Vol. 15 No. 4
4. 1. Green Branding Effects on Attitude: Functional vs
Emotional Positioning Strategies
Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005)
Marketing Intelligence & Planning Vol. 23 No. 1
2. Perception of Green Brand in an Emerging Innovative
Market
Maha Mourad , Yasser Serag Eldin Ahmed (2012)
European Journal of Innovation Management Vol. 15 No. 4
5. Part 1 -Research Paper I : Green Branding Effects on Attitude:
Functional vs Emotional Positioning Strategies
6. Research Scope
•The research study reported here was conducted under laboratory
conditions with once-only exposure to brand communications, and
focused on one brand in one product category.
Country of Origin : Spain
7. Research Purpose
• Propose set of strategic options for green brand
positioning, based either on functional brand attributes or
emotional benefits.
• Test the green brand positioning strategies against one
another
• And asses their effect on perceived brand positioning and
brand attitude. Functional Emotional
8. Green Brand Identity
THE BODY SHOP
“We believe there is only one way to be beautiful, natures way”
Against
animal
testing
Support
Communi
ty Trade
Protect
the
planet
Activate
self
esteem
Defend
human
rights
Source: http://www.thebodyshop.com/values/index.aspx
9. Green Brand Positioning
• Value preposition that is to be actively communicated
to the target audience.
• An active communication and differentiation of the
brand from its competitors through its
environmentally sound attributes.
• Effective communication cause to not only the
product be ecologically sustainable also
commercially successful.
10. Green Brand Positioning Strategy
Functional brand attributes
Aims to build brand association by delivering information on
environmentally sound product attributes.
Does not deliver individual benefit
Low motivation factor for brand purchase
Easily imitate
Consider only rational buyer behavior
Reduce the flexibility of brand differentiation
12. Green Brand Positioning Strategy
Emotional brand benefits
A feeling of well being – Personal satisfaction by
contributing to the improvement of the “ common good”
environment.
Auto –expression benefits – Personal satisfaction by
exhibiting their environmental consciousness to others.
Nature related benefits - stemming from sensation and
feelings experienced through contact with nature.
14. Research Approach
• Address the direction of the effect of green positioning on
brand attitude
• Assess the influence of functional or emotional green
positioning on brand attitude.
• What has the strongest effect on brand attitude, functional
or emotional?
17. Part 2 -Research Paper II : Perception of Green Brand in an Emerging
Innovative Market
18. Research Scope
• The Research focused on the Egyptian population using
mobiles and living in Cairo with relatively high educational
level.
Country of Origin : Egypt
19. Research Rationale
• Environmental issues are increasing steadily due to
environmental pollution caused by the industrial
manufacturing..
• Drives the companies to accept the environmental
responsibility
• Many companies have gone beyond environmental
compliance and transformed their entire business
operations to be eco-efficient
20. Research Purpose
• To study main factors affecting green brand preference
and how it can be used to enhance the brand from
consumer perspective ….
• taking Egypt telecom industry as an example of an emerging
innovative market.
• conceptual framework to focus on four constructs;
Green brand image
Green satisfaction
Green trust
Green awareness
21. Research Purpose Contd...,
• Integrate existing frameworks to develop new conceptual
modeling to fit telecom industry
• Understand customer perception and factors enhancing
green brand preference
22. Green Marketing
• Green marketing strategy to respond green consumer
demands …
• Functional and experiential benefits
• Securing against regulations
• Business sustainability
• Competitive advantage
23. Green Marketing Contd..,
• “Going Green” - value addition through comprehensive
green value chain in a sustainable manner …
• Green Marketing Concepts:
• Green segmentation
• Green brand equity
• Green brand image
• Green satisfaction
• Green trust
• Green awareness
25. Research Approach
• Sample population
–302 respondents
–researchers selection/snowballing & referrals..
• Method – Survey with Questionnaire
- The conceptual model was tested through
questionnaire
27. Research P1 –
Green Effects on Attitude
Research P2 -
Perceptions of Green Branding
•Have used a more on a generic sample
•Looked at relationship between emotional and
functional aspects of attitude changes
•Focused on a target industry , and different
demographics samples
•Looked at other researchers findings and
checked compliance
1. Relying on Keller’s (1993) differential
effect of the brand is a result of the
brand awareness and brand image
2. Chen’s (2009) the term of green brand
equity and considered green brand
image , green satisfaction and green
trust
3. Finisterra et al., (2009) mentioned
consumer demographics could play a
role in the consumers’ pro-
environmental behavior
28. Research Paper 1 –
Green Branding Effects on Attitude
A combined strategy, which appeals to both environmental
consciousness and emotional benefits, will yield a stronger attitudinal
effect than either functional or emotional positioning strategies on their
own.
– An exclusively functional green brand positioning may fall short of
delivering individual benefits to customers, assuming rational decision
processes and limited capacity for brand differentiation.
– emotional green branding has the potential to overcome these
limitations, a purely emotional green position could lead to weaker
attitude effects, caused presumably by a possible misinterpretation of
vague green claims
29. “Green” is not being used as a promotional tool, since there is a lack of
knowledge about the factors that can build a strong green brand for a
telecom operator.
The effect of the factors on green brand preference wasn’t significantly
different for different genders, while it was significantly different for
different ages, income levels and education levels.
Factors affect the green brand equity are green trust, green brand image
and green satisfaction ranked according to their correlation.
Green trust is the most important factor, which shows that consumers
need most a transparent green branding that does not carry any false
claims or green wash.
Research Paper 2 –
Perception of Green Branding
37. Manufacturing
1. Manufacturing
Material use:
1. Product designs smaller, thinner, lighter products, we do more with less
material.
2. Product features a revolutionary unibody design, which replaces dozens of
individual parts with a single piece of recyclable metal.
Green Branding Strategies
39. 3. Energy Efficiency
Energy use
1. Designs products to be energy efficient. Meets the strict low-
power requirements of the ENERGY STAR specifications.
2. Lower power consumption reduces energy bills and lessens
the environmental impact of greenhouse gas emissions from
power plants.
Green Branding Strategies
40. 4. Recyclability
Product recyclability.
1. Approach to recycling begins in the design stage, where we create
compact, efficient products that require less material to produce.
2. Normal Product batteries can be charged only 200 to 300 times. The
new battery can be charged up to 1000 times.
3. That saves you money, produces less waste, and increases the
lifespan of your new product
Green Branding Strategies
41. 5. Facilities
Employee Commuter Programs
1. Company provides its employees with alternatives to driving their
own vehicles to work.
2. Many employees take advantage of company public transportation
incentives.
Green Branding Strategies
42. Research P1 – Green Effects on Attitude Research P2 - Perceptions of Green
Branding
Future areas for research
1. The participants in the experiment were
undergraduate students. The results are
nevertheless indicative of the responses of the
target market in question, but a larger and more
varied sample is called for to reinforce the
findings.
2. Studies that would aim to develop standardized
instruments for measuring the perceptual and
attitudinal effects of alternative green positioning
strategies
Future areas for research
1. Finding the reason for the lack of awareness of
the Egyptian consumers and study the most
appropriate approaches to raise the
environmental awareness
2. Conduct market segmentation for the green
consumers and study the most sensitive
segments to this type of marketing
3. The conceptual framework could be tested in
other countries in order to be able to generalize
the model
Therefore communication campaign planners should deliver emotional benefits through the brand, at the same time making sure that target groups perceive real environmental benefits.
