Comparative analysis of companies’ usage of the "green brands" strategy in the markets of Brazil, Russia, India, and China

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Ôàêóëüòåò áèçíåñà è ìåíåäæìåíòà

Ëîáàíîâà Åêàòåðèíà Ïàâëîâíà

ÑÐÀÂÍÈÒÅËÜÍÛÉ ÀÍÀËÈÇ ÏÐÈÌÅÍÅÍÈß ÊÎÌÏÀÍÈßÌÈ ÑÒÐÀÒÅÃÈÈ «ÇÅ˨ÍÛÅ ÁÐÅÍÄÛ» ÍÀ ÐÛÍÊÀÕ ÁÐÀÇÈËÈÈ, ÐÎÑÑÈÈ, ÈÍÄÈÈ È ÊÈÒÀß

COMPARATIVE ANALYSIS OF COMPANIES' USAGE OF THE “GREEN BRANDS” STRATEGY IN THE MARKETS OF BRAZIL, RUSSIA, INDIA, AND CHINA

Âûïóñêíàÿ êâàëèôèêàöèîííàÿ ðàáîòà - ÁÀÊÀËÀÂÐÑÊÀß ÐÀÁÎÒÀ

ïî íàïðàâëåíèþ ïîäãîòîâêè 38.03.02. Ìåíåäæìåíò

îáðàçîâàòåëüíàÿ ïðîãðàììà «Ìåíåäæìåíò»

Ðåöåíçåíò

Ïðåïîäàâàòåëü Å.Þ. Ïèêóíîâà

Íàó÷íûé ðóêîâîäèòåëü

Àññèñòåíò À.Â. Ëåáåäåâ

Ìîñêâà 2018



Îãëàâëåíèå

Âñòóïëåíèå

Ãëàâà 1. Òåîðåòè÷åñêèå îñíîâû «çåë¸íîãî» ìàðêåòèíãà

1.1 Ñòðàòåãè÷åñêèé ìåíåäæìåíò

1.2 Ýâîëþöèÿ ìàðêåòèíãà â «çåë¸íûé» ìàðêåòèíã

1.3 «Çåë¸íûé» áðåíäèíã

1.4 Ðàçíèöà ìåæäó îïðåäåëåíèÿìè

1.5 Êðîññ-êóëüòóðíîå ñðàâíåíèå

Ãëàâà 2. Ýìïèðè÷åñêîå èññëåäîâàíèå ñòðàí ÁÐÈÊ

2.1 Áðàçèëèÿ

2.2 Ðîññèÿ

2.3 Èíäèÿ

2.4 Êèòàé

Ãëàâà 3. Ðåçóëüòàòû

3.1 Îáçîð ñòàòèñòèêè

3.2 Îáçîð ñòðàòåãèè «çåë¸íûå áðåíäû»

Çàêëþ÷åíèå

Ñïèñîê èñïîëüçîâàííîé ëèòåðàòóðû



Table of contents

Introduction

Chapter 1. Theoretical basis of “green” marketing

1.1 Strategic management

1.2 Marketing evolution into “green” marketing

1.3 “Green” branding

1.4 Difference between definitions

1.5 Cross-cultural comparison

Chapter 2. Empirical research on BRIC countries

2.1 Brazil

2.2 Russia

2.3 India

2.4 China

Chapter 3. Results

3.1 Statistics review

3.2 “Green brands” strategy review

Conclusion

References



Introduction

Nowadays organizations showcase a sustainable tendency to development and expansion in various areas of the market; consequently, competition level is constantly increasing. Creating and maintaining a successful business requires maximum effort in making and implementing an effective realization plan. One of the means of company's management and reaching corporate strategic goals is applying a competent marketing strategy.

Undoubtedly, customers' prosperity is rising at a geometric rate, and so is the impact of advertisement on them. Therefore, customers are showing a tendency to buying products that they do not neccessarily need. This causes a gap in demand, which manufacturers are trying to fulfill with the usage of the excessive amount of raw materials and cheap production technologies. As a result, the environment suffers from the overconsumption of natural resources, different kinds of pollutions, and waste disposal problems.

However, these tragic consequences have created a new segment of the consumers - environmentally concerned ones. They are willing to purchase from organizations they believe are ecologically friendly and to support brands, which have nature concerns implemented into their value propositions. Such customers are choosing more expensive, but higher quality “green” goods and services over cheap non-sustainable alternatives.

Thus, the concept of eco-friendly marketing is coming useful for the companies on different markets. It implies that an organization, which is promoting its products, brings minimum harm to the environment during full cycle of business activities: producing, realizing, distributing, advertising, and utilizing. Such organization also advocates the philosophy of natural preservation and provides its implementation into corporate strategy, goods, and services.

One of the instruments of sustainable marketing implementation is “green” branding. It is a process of developing a brand on the grounds of its unique value proposition, which includes ecological awareness, the usage of natural materials and technologies, or eco-design.

This diagram shows the number of scientific publications on “green” marketing included in “Google Scholar” database in the last 10 years. Source: https://scholar.google.com

This diagram shows the number of scientific publications on “green” branding included in “Google Scholar” database in the last 10 years. Source: idem

However, companies' usage of sustainable marketing practices varies depending on legislative, economical, and cultural peculiarities of different countries. Among the countries, which have great potential on the global market, one can highlight Brazil, Russia, India, and China. Thus, it is particularly remarkable to study this issue from the perspective of exact companies in BRIC countries.

The relevance of this research involves, on the one hand, the necessity of studying theoretical aspects of “green” marketing and “green” branding, as they are in high demand on the market at the moment. And, on the other hand, it is crucial to contribute to the lack of institutional framework on the matter and encourage the carrying out of more in-depth comprehensive research in the future, as these scientific spheres are relatively new.

From a practical point of view, this study might be useful for entrepreneurs, marketers, and managers in different marketplaces across the globe, when they will be applying sustainable marketing strategies to their businesses in order to gain competitive advantage.

The object of this study is “green” branding and “green” marketing strategies; the subject of this study is the implementation of ecological marketing practices in specific companies on the markets of BRIC countries.

The goal of this research paper is to detect the differences and the similarities between companies' usage of the “green brands” strategy on the markets of Brazil, Russia, India, and China based on the results of thorough analysis of four countries' exact companies' marketing activities. For the purpose of reaching this goal the following tasks will be accomplished:

· Research of evolutionary processes in marketing;

· Studying the peculiarities of eco-friendly marketing and branding;

· Identifying the differences between BRIC countries attitude towards “green” brands by the means of PESTEL-analysis;

· Reviewing top-50 largest companies in each country on the grounds of Corporate Social Responsibility;

· Reviewing 10 companies in each country on particular “green” marketing activities;

· Concluding the statistics, finding the similarities;

· Concluding the differences between BRIC companies' usage of “green brands” marketing strategy.

The main hypothesis is that large companies from BRIC countries communicate on ecological Corporate Social Responsibility, which contributes to their “green” image.

The first chapter includes theoretical basis of eco-marketing, such as strategic management, marketing evolution into “green” marketing, “green” branding, and the conceptual differences between “green” definitions (sustainable, ecological, environmental), as well as the significance of BRIC countries to the global market and their attitude towards “green” brands.

The second chapter is dedicated to empirical research on top-50 largest companies in each country, including thorough analysis of 40 companies' ecological marketing activities (10 in each country).

The third chapter constitutes drawing conclusions regarding gathered statistics and comprehensive analysis.



Chapter 1. Theoretical basis of “green” marketing

Humanities are scientific disciplines that study aspects of human society and culture. They are often intersected with social sciences, which are one of three main areas of scientific knowledge. Social sciences (SC) study the society, social groups, and individuals. Source: https://www.vocabulary.com/dictionary/humanities

One of the central areas of SC is economics. It studies manufacturing, distribution, and the consumption of goods and services. Economic disciplines form the basis of management. Management, in turn, is a compilation of principles, methods, and forms of governance, which are aimed at increasing the efficiency of an organization. Source: https://www.collinsdictionary.com/dictionary/english/management

Management consists of a number of sub-disciplines, such as general management, strategic management, operational management, financial management, international management, marketing etc.

This chapter is dedicated to the theoretical framework of the two aspects of management: strategic and marketing. A cross-cultural comparison will be applied as a means of international management.

Framework 1 - Theoretical basis of the research



1.1 Strategic management

Strategic management is a modern instrument of organization's development governance under the conditions of incremental changes in the business environment and uncertainty, correlating with them. Practice shows that organizations, which implement comprehensive strategic planning and management, are more successful in their marketplace and earn higher profit. In more detail: https://hbr.org/1974/03/impact-of-strategic-planning-on-profit-performance

Arthur Thompson and Alonzo Strickland defined strategy as an interrelated complex of long-term actions or approaches aimed to strengthen company's viability and influence on the market or maintain competitive advantage. In more detail: A. Thompson, A.J. Strickland, J. Gamble “Crafting and executing strategy: the quest for competitive advantage”

A strategy includes certain aims and ways to achieve them, which defines the limits of possible actions and managerial decisions. There are four levels of a diversified company strategy, depending on the subject of strategic management (corporate strategy and business strategy merge into one strategy in a line company).

Picture 1 - Strategy pyramid Source: https://articles.bplans.com/strategy-pyramid/

The aims of a corporate strategy are:

· Setting strategic targets;

· Forming resources for developing;

· Creating and maintaining the system of corporate external relations;

· Identifying the most lucrative sphere of business;

· Building a managerial system for each business-zone.

Igor Ansoff defined strategy as a rule for creating decisions, which identify company's activities in terms of product-market dependence, growth areas, competitive advantage, and synergy between these aspects. In more detail: I. Ansoff “Corporate strategy; an analytic approach to business policy for growth and expansion”

Henry Mintzberg identified strategy as a combination of “5 Ps”:

· Plan - consciously intended course of actions;

· Ploy - maneuver intended to outwit an opponent or competitor;

· Pattern - consistency in behaviour whether or not intended;

· Position - a means of locating an organization in a competitive market or environment;

· Perspective - an ingrained way of perceiving the world. In more detail: H. Mintzberg “Strategy safari: a guided tour through the wilds of strategic management”

James Quinn, a supporter of incremental approach in strategic management, believed that company's strategy had to comply with the following points. In more detail: J. Quinn “Strategic change, logical incrementalism”

1. Have clear objectives, whose attainment is crucial for the desired outcome.

2. Support the initiative.

3. Concentrate on critical problems in time.

4. Provide an appropriate level of flexibility in order to achieve maximum results with the usage of minimum resources.

5. Designate coordinated governance.

6. Have a strict schedule.

7. Ensure guaranteed resources.

The main objective of a strategy is to transfer the organization from its current condition into the desired future condition. However, it is not always anticipated for the business environment to improve. Therefore it is crucial to analyze organization's perspectives and changes in the marketplace, such as new tendencies, threats, and possibilities.

Framework 2 - General factors of successful strategies Source: T. Podsypanina “A set of lectures on strategic management”

A successful strategy, which has been implemented competently, contributes towards company's gaining competitive advantage. Competitive advantage can be described as certain features of a good, service or a brand, which make a firm superior over its direct competitors. These features can differentiate:

· Product's quality and associated services are recognized as company's external competitive advantages, because they form customers' value;

· Manufacturing technologies and forms of marketing are recognized as company's internal advantages, because they reduce the costs of a producer.

Garry Smith and Arnold Bizzel thought that strategic management is the process of company's external environment evaluation, the formulation of corporate goals, decisions making, their realization, and control focused on reaching goals in the present and in the future of organization. In more detail: G. Smith, D. Arnold “Business strategy and policy”

Igor Ansoff believed that strategic management is a process, by the means of which company's management carries out company's adaptation to the business environment. In more detail: I. Ansoff “Strategic management”

1.2 Marketing evolution into “green” marketing

The first forms of marketing activities - pricing policy and promotion - appeared along with the emergence of commodity-money relations. Ancient advertising inscriptions from the third century have been found on the territories of modern Egypt, Italy, and Bulgaria. In more detail: S. Pincas, M. Loiseau “A history of advertising”

Cyrus McCormick (1809 - 1884), one of the several inventors of the mechanical reaper, was the first businessman, who fully recognized the key role of marketing in the development and maintaining of a successful company. In more detail: https://www.britannica.com/biography/Cyrus-McCormick In 1911 The Curtis Publishing Company established the first Commercial Research department. In more detail: http://www.curtispublishing.com/history.shtml First significant publications on marketing started appearing in 1920-30s. The American Marketing Association (AMA) was found in 1931 as the essential community for marketers. Neil Borden, one of AMA's leaders, articulated the strategy of “Marketing Mix” in 1953. In more detail: https://www.ama.org/AboutAMA/Pages/About.aspx Later, in 1960, Jerome McCarthy suggested the familiar 4P's of marketing: product, price, place, and promotion. In more detail: J. McCarthy “Basic marketing: a managerial approach” In 1976 marketing was recognized as a separate science. In more detail: R. Bush, S. Hunt “Marketing theory: philosophy of science perspectives”

One of the approaches tells that marketing has several stages of evolution. In more detail: S. Hunt “Marketing theory: foundations, controversy, strategy, and resource-advantage theory”

I stage: 1900 - 1940 - distributional marketing

Its theory consisted of distribution techniques for industrial firms, wholesale and retail operations' characteristics, and the problems of organizing promotional campaigns.

II stage: 1940 - 1950 - market for consumers

The centralization of capitals, monopolistic unions, increased competition, and customers' distancing from producers resulted in the forming of customers' market, where the supply was higher than the demand. It caused serious problems with distribution and made producers orientate on customers' needs.

III stage: 1950 - 1970 - managerial marketing

Scientific and technological progress, new types of manufacturing, and the transfer of division of labour abroad resulted in great competition between transnational corporations. This market conditions forced manufacturers to only create and produce products, which would be in demand on the market. The majority of successful companies started viewing orientation on customers as an instrument of increasing the effectiveness of distribution and resources usage, as well as profit growth.

IV stage: since 1970s - till nowadays - integrated marketing.

The accelerated pace and costs of scientific and technological progress, the complication of competition on the market, the necessity to constantly renew the product lines, and growing commodity and energy problems led to marketing converting into a business philosophy. Marketing became a part of corporate strategic governance, which end goal was to adapt company's business activities to the external economical and political environment.

Once economically advanced countries moved on from industrial period to postindustrial, marketing started developing rapidly. It became clear that company's profit depended on thorough analysis of competitors, the quality of goods, and successful promotion, rather than reducing the costs of production. Therefore, on the hand, marketing created a new way of managerial approach. It was a complex of principles aimed to optimally adapt specific goals to real opportunities and find systemic solutions to any arising problems. On the other hand, marketing established a new set of rules for company's business activity on the market. It was a system of promotion, which included the improvement of product's qualities, influence on customers, flexible pricing policies, advertisement, and the effectiveness of distribution channels.

At that time a new vision of company's sustainable development became urgent - the concept of social-ethical marketing. The basis of this concept considered specific needs of three parties:

· Ensuring manufacturers' interests in gaining profit;

· Satisfying consumer demand with the desired products and services;

· Preserving society's need for sustainable ecological, social, and economical development.

The concept of ecological marketing became a component of social-ethical marketing. It was oriented on answering consumer demand in ecological products and stimulating the demand in organic goods, natural raw material, and ecological safety of manufacturing.

Marketing specialists stress the following stages of eco-marketing evolution. In more detail: https://study.com/academy/lesson/history-of-green-marketing.html

I stage: 1960 - 1970

These decades consisted of international cooperation in creating national legislations about financing special ecological activities, which were aimed at solving critical environmental problems. The study “The Limits to Growth”, written by an international collective of 17 researchers led by Donella H. Meadows, and the input of 1972 United Nations Conference on the Human Environment became the basis of international cooperation regarding environmental issues.

II stage: 1980 - 1990

This is considered to be the stage of sustainable development, allowing to control the needs of generations and to preserve nature for the future nation. The forming of World Commission on Environment and Development (1983), “Our Common Future” report (1987), UN FCCC (1992), “Rio declaration on environment and development” study In more detail: http://legal.un.org/avl/ha/dunche/dunche.html (1992), Framework Convention on Climate Change, Convention on Biological Diversity (1992), The Forest Principals (1992), were of crucial importance to the development of this sustainability stage. In more detail: https://wikivisually.com/wiki/Earth_Summit

III stage: 1997 - 2015

This stage is connected with countries branding together in the spheres of specific obligations on energy, water supply, agriculture, and bio-system preservation. “Kyoto Protocol” (1997) became the basis of this cooperation.

IV stage: 2015 - till nowadays

Current stage is based on The Paris Agreement about the climate change, which will regulate the CO₂ emissions starting from 2020. In more detail: https://unfccc.int/process-and-meetings/the-paris-agreement/the-paris-agreement

Ecological marketing gained a legislative basis in the majority of economically advanced countries. One of the most influential factors, which contributed to this, was the shift in society's mindset towards sustainable ecological development. Consumers strived to purchase natural products and maintain a healthy life-style; companies started initiating corporate-ecological responsibility programs in order to live up to clients' expectations and demands on the environmental matter.

As consumers were becoming more concerned about nature preservation, firms started playing on their emotions in order to maximize profitability. Social surveys prove In more detail: https://www.environmentalleader.com/2007/10/53-of-consumers-prefer-to-buy-from-companies-with-green-rep/ that there is a noticeable percentage of population in different countries that prefers “green” products to ordinary ones. In more detail: http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/study_81_consumers_say_they_will_make_ These consumers are called “green”. However, experience has shown that people switch to non-ecological products during economical crisis, because they are more affordable. In more detail: https://www.strategyand.pwc.com/reports/consumer-spending-economic-downturn Nevertheless, some buyers are so committed to the idea of being “green” that they are not willing to purchase anything else. In more detail: https://nbs.net/p/market-green-products-to-fulfill-consumers-needs-needs-db68f92c-4704-49b6-8cae-b2b11f1229e7 And this is the contribution of competent marketing.

Ken Peattie described “green” marketing as a variety of methods and strategies of traditional marketing. Peattie considered marketing to be a managerial process, which identified, predicted and satisfied customer demand in the most efficient way. This approach stressed the value of the environment to the society and prioritized global interests over separate societies' interests. In more detail: K. Peattie “Sustainability marketing: a global perspective”

Walter Coddington believed that “green” marketing had two main features:

· Ecological perspective, which evaluated the company's effect on the environment;

· Ecological responsibility, which made the company manage the environment during every business activity. In more detail: W. Coddington “Environmental marketing: positive strategies for reaching the “green” consumer”

Nowadays, ecological marketing means:

· Satisfaction of customer demand, which is oriented on preserving nature and reasonable use of resources, while producing “green” goods and services;

· Marketing of “green” products and services.

The aim of ecological marketing is to be a part of an ecologically responsible society. “Green” marketing allows a company to create and maintain a survival business strategy under the conditions of market's striving to become environmentally friendly. The task of “green” marketing is the promotion of products and services among customers, who value ecological consumerism, nature preservation, and eco-friendly life-style.

While classical marketing is satisfying market's needs, ecological marketing is satisfying the needs of the market community that is focused on improving the environment. Companies, which implement the concept of ecological marketing into their activities, are promoting a business philosophy of bringing the least harm to the environment or being 100% eco-friendly, while manufacturing, promoting, distributing, realizing, consuming, recycling and utilizing their products. Environmentally friendly goods have to live up to three criteria: efficiency, eco-friendliness, and safety. In more detail: https://www.theenergycollective.com/jamessmith/2382793/the-importance-of-eco-friendly-environment

There are several methods of the “green” marketing concept realization:

· Developing and applying legislative norms, which regulate the standards of natural resources usage;

· Ecological promotional actions, creating a positive image among customers, shareholders, investors, and partners;

· Maintaining the transparency policy;

· Ensuring customers' loyalty by effectively solving ecological problems;

· Elaborating waste-free and safe production technologies

· Creating “green” products and services;

· Implementing a steady and effective feedback system for customers;

· Supporting innovative changes in society's mindset regarding new ecological consumerism.

Nowadays, eco-friendly organizations are a trend. In more detail: https://www.inneon.eu/market-trends The demonstration of deep concern about nature results in higher profit. However, the more manufacturers are turning “green”, the more consumers are starting to wonder whether it is just their outer shell. In more detail: https://www.environmentalleader.com/2012/03/consumers-dont-trust-green-product-claims-survey-says/ Therefore one on of the urgent issues in ecological marketing is “greenwashing”.

“Greenwashing” is a form of “green” marketing, which is deceptively used to make the organization's image seem ecologically friendly. In other words, it is environmental speculation. “Greenwashing” devaluates real ecological efforts of companies and activists and parasitizes on a noble mindset. In more detail: http://greenwashingindex.com/about-greenwashing/

Marketing strategy has taken a fundamental role in corporate strategy in the recent years. It is a very powerful managerial instrument, which contributes to company's adaptation to the change of an external situation and maintenance of a balanced development. The main target of a marketing strategy is to decide, where, when and how the company will compete on the market.

Svend Hollendsen described four possible strategies for a “green” firm depending on a way of creating ecological value for the customers. A company has to evaluate the extent of innovations and its competitive potential. In more detail: S. Hollendsen “Essentials of global marketing”

Table 1 - Four strategies of a “green” firm Source: idem

Creation of values
Conferring additional value to the product	Cost reduction
A brand new “green” product (significant modifications)	Prevention of environmental pollution; applying actions surpassing legislative requirements	Prevention	Attitude towards changes
A “green” product; differentiation (minor modifications)	Prevention of environmental pollution; applying legislative requirements	Adaptation

Renato Orsato suggested another approach, which was based on interaction between key competitive advantages and competitive focus in company's business activities. In more detail: R. Orsato “Sustainability strategies: when does it pay to be “green”?”

Table 2 - Sustainability strategies In more detail: idem

Competitive advantage	Price reduction	Eco-efficiency Cost reduction and minimizing impact on the environment	Price leadership Setting high prices in order to receive compensation for ecological investments
	Differentiation	External leadership Attracting attention towards company's “green” actions	Eco-branding Creating eco-brands and implementing “green” innovations
		Organizational process	Product and service
		Competitive focus

Jill Ginsberg and Paul Bloom suggested that “green” marketing strategies depended on the possible size of customer segment in a particular industry and company's opportunities in differentiating ecological products. In more detail: J. Ginsberg, P. Bloom “Choosing the right “green” marketing strategy”

Table 3 - Eco-differentiation In more detail: J. Ginsberg, P. Bloom “Choosing the right “green” marketing strategy”

The significance of “green” segments	High	Defensive “green” Company's anti-crisis activity, precautionary statement, and an answer to competitors' measures	Extremely “green” Ecological marketing is a part of company's system of values
	Low	Slightly “green” A company does not declare its environmental activities to the public and creates its competitive advantage through cost reduction	Dark “green” A company heavily invests in ecological products in order to gain competitive advantage through differentiation
		Low	High
		Differentiation through ecological activity

1.3 “Green” branding

“A brand is a name, term, design, symbol, or other feature that distinguishes organization or product from its competitors in customers' eyes.” Source: https://en.wikipedia.org/wiki/Brand

Branding is a consistent systematic creation of a brand or implementing a brand approach in company's policy. Branding is a set of targeted marketing activities aimed to build a long-term customer preference for a certain product or service and establish features, which differ a company from its competitors. In more detail: idem

The first system of brand management is considered to have been created and have been implemented in “Procter & Gamble” at the beginning of 1930s by Nick McElroy, who was in charge of a soap trademark “Camay”. Since then brand management has become a common promotional tool of marketing. In more detail: T. McCraw, W. Childs “American business since 1920: How it worked”

Branding will be addressed as a part of marketing in current research study.

The main goal of branding is to explain the key points of firm's proposition to consumers, partners, investors, and the authorities in order to form a positive attitude towards the business and what it represents. Overall, branding is a set of marketing and managerial tools, which consist of making up a trademark, positioning, promotion, reputation creation, and regular control of compliance with set standards.

The complex of branding includes:

· Brand name creation;

· The description of a brand;

· Positioning;

· Defining value proposition in the eyes of customers;

· Identifying the main differences of a product or a service, which will distinguish the brand among competitors and satisfy customer demand;

· Creating the presentation of a brand;

· Promoting and popularizing the brand;

· Advertisement.

Modern consumer market is essentially an ongoing opposition between various brands. Branding plants the ideas of special values in customers' minds through specific marketing tools. It is an element of communication, which is unique, memorable, and inextricably linked with a particular brand. Advertisers consider the creation and strengthening of trademark's identity to accelerate competitive advantages of a brand. Nowadays, fight for the customer is taking place on two levels: product and communicational.

One of the ways to stand out among other brands in the marketplace is eco-branding or “green” branding. It helps create a unique selling proposition for customers. A “green” brand is a brand, which value proposition revolves around environmental sustainability, ecological concerns, the usage of natural materials and technologies, and eco-design.

Picture 2 - Eco-branding Source: https://ecobranding-design.com

Patrick Hartmann, Apoalaza Ibanez, and Forcada Sainz believed that there are two approaches to “green” brands: emotional and functional. While the latter is based around providing direct relevant information about the brand and its ecological features, the former is reaching out to customers' feeling of satisfaction from purchasing something that positively contributes towards the environment. In more detail: P. Hartmann, A. Ibanez, F. Sainz “The effect of brand positioning on customer loyalty: an empirical study of the Iberdola case”

Patrick Hartmann's empirical research also proved that functional qualities of eco-brands are ineffective on their own, as plain facts do not evoke the desire to purchase in people. However, a balanced combination of emotional and functional qualities change buyers' attitude towards a brand. In more detail: P. Hartmann “Green” value added”

Nigel Morgan, Annette Pritchard, and Roger Pride pointed out that, besides being trendy, “green” brands are also extremely profitable for companies and even countries, as they gain market leadership and public recognition through showcasing concern for the state of the environment and preserving nature. In more detail: N. Morgan, A. Pritchard, R. Pride “Destination brands”

Oksana Kozlova pointed out that a third of Russian consumers choose “green” brands over ordinary ones even during financial recession. In more detail: O. Kozlova “Ecological marketing: a new concept and a strategic potential of manufacturers”

Keith Dinnie highlighted that “green” branding is a very powerful differentiation instrument and it illustrates company's extreme sustainability on the market. In more detail: K. Dinnie “Nation branding: concepts, issues, practice”

Brent Ritchie and Geoffrey Crouch stressed that “green” brands are able to encourage people to change their life-styles to ecological and facilitate their desire to purchase environmental products and services. In more detail: B. Ritchie, G. Crouch “The competitive destination: a sustainable tourism perspective”

To conclude, a “green” brand is a brand with a unique selling point, which consists of:

· Creating awareness of the environment;

· Reaching out to customers' emotions on contributing to nature preservation;

· Using natural materials and non-harmful technologies;

· Eco-efficient and minimalistic design of the trademark, preferably with a green logo.

1.4 Difference between definitions

Nowadays, there are several terms defining “green” marketing: sustainable, ecological, environmental, and, consequently, “green”. Marketing specialists disagree on whether these definitions are synonymous or their meanings are too diverse. In more detail: H. Katrandjiev “Ecological marketing, “green” marketing, sustainable marketing: synonyms or an evolution of ideas?” It is crucial to look into different opinions.

Sustainable marketing is believed to adapt to modern global economy, environmental changes and social needs, while providing sustainable growth for an organization. Sustainable marketing revolves around ecological and social sustainability. However, some marketers insist that sustainable marketing constitutes a commitment to building long-term value for a company, which benefits the society and, consequently, the company itself.

Ecological marketing is almost always referenced as “green” marketing and visa versa. This marketing is promoting environmental values as the basis of company's business. It can also be defined as the marketing of ecologically (environmentally) friendly goods and services. “Green” marketing involves ecological products, efficient use of resources, biodegradable packaging, and implementing sustainable business technologies. Nevertheless, some marketers equate “green” (ecological) marketing with sustainable marketing.

With regard to environmental marketing, it is also perceived to be a synonym to “green” and eco-friendly in the majority of literature.

However, one of the approaches to the difference between definitions consists in theory evolution.

Hristo Katrandjiev analyzed the link between the named terms. After studying the development of ecological marketing concept he concluded that it had four stages of evolution.

1. Embryo stage (pre - 1974): the forming of marketing as a science.

2. Ecological marketing stage (1975 - 1989): dealing with the consequences of environmental pollution and harmful manufacturing through improving technologies, innovating old products, and taking some legal actions.

3. “Green” marketing stage (1990 - 2000): directly focusing on the most harmful to the environment industries (mining, chemical, oil), legislating various acts on nature preservation, creating new products, working on scientific growth of this aspect of marketing.

4. Sustainable marketing stage (post - 2000): orientation on the future, taking the needs of the planet into consideration. H. Katrandjiev “Ecological marketing, “green” marketing, sustainable marketing: synonyms or an evolution of ideas?”

Monika Dahiya and Yukti Bajaj generalized three phases of “green” marketing evolution.

1. Ecological “green” marketing phase: all marketing activities were focused on solving environmental problems; marketers were mainly concerned about specific industries (mining, chemical, oil).

2. Environmental “green” marketing phase: the focus shifted towards designing brand new products, which could prevent pollution.

3. Sustainable “green” marketing phase: sustainable growth, which does not interfere with the needs of future generations. In more detail: Dahiya M., Bajaj Y. “Green marketing”

Overall, it is fairly obvious that ecological, environmental, “green”, and sustainable marketing concepts share very similar values. Slight differences between the definitions are insignificant for the purposes of this research paper. Therefore, they will be used as synonyms.

1.5 Cross-cultural comparison

Comparative cross-national studies are a relatively new concept in social sciences. They contribute to solving crucial theoretical and practical tasks, such as verifying hypothesis for universality, creating empirical basis for further studies, or evaluating the effectiveness of international programs.

Moreover, cross-national studies are of great importance for the society, as they provide the opportunity for people to get an outside look on their community or country, to analyze the direction of their development, and to make comparisons with other cultures.

Depending on the theme and method of the research, various classifications can be applied:

· The quantity of observation targets: bilateral, regional, global research;

· The number of measuring points: one-time, two-time, trend, long-term research;

· The content and goals of research: academic, social, political, marketing, behavioral.

One of the variations of cross-national study is cross-cultural comparison.

Cross-cultural comparison is a scientific research method in anthropology, sociology, phycology, and economics, which is applied to gathered data in order to study social behaviour or verify the hypothesis on cultural differences. In contrast to comparative studies, cross-cultural comparisons include a large sample for the purpose of getting more statistics.

The following systems are used as variables in cross-cultural comparison:

· Ecological (the environment, natural resources, geography);

· Methods of the exploration of habitats (agriculture, industry, gathering);

· Socio-cultural system (norms, morals, social roles);

· Individual system (subjective culture, learning, perception, motivation);

· Inter-individual system (the social patterns of behaviour). In more detail: A. Andreenkova “Cross-national comparative surveys in social sciences: methodology, development stages, current condition”

In this study comparative cross-national analysis will be applied to BRIC countries.

BRIC is an acronym for four countries: Brazil, Russia, India and China. Jim O'Neil first used the acronym as a reference to the four fast developing countries in 2001 in a “Goldman Sachs's” “Global Economic Paper”. In more detail: https://www.geolounge.com/acronym-brics-stand/ The union was formed in 2006 on an economic forum in Saint Petersburg for several purposes:

1. Democratizing of international relations

2. Providing a fairer redistribution of the resources

3. Providing a fairer access to capitals

4. Generating an increasing power in global financial organizations

5. Getting access to new markets

6. Broadening the access to the flow of international investments for infrastructure development

7. Getting a larger access to modern technologies

8. Cooperating on issues relating to the environment

BRIC is often referred to as an anti-western alliance, although this is absolutely not the case. To begin with, all four countries are deeply integrated with global economy. The majority of international financial, cultural, and innovative exchange accounts for the western world. The goal of BRIC is to encourage global cooperation in creating a harmonious future-oriented system, which respects sovereignty and equality, functions under justice and international legislations, and considers the majority of world's population's interests.

Realistically, BRIC countries do not only represent separate nations, but ancient civilizations. Civilizations are more fundamental, than nations or political regimes, therefore their growth and development is more resistant to negative changes. BRIC is all the people, cultures, history, and economical value that come within the four countries; and this fact contributes towards the establishment of a specific world model, which will be able to overcome all the future challenges.

BRIC supports the concept of a multipolar world. The stabilizing factor of the largest countries participation in the fate of humankind is imperative in order to solve population, ecological, technological, and informational security issues on a global level.

BRIC expanded to BRICS in 2010, when South Africa wished to join the alliance on G20 summit in Seoul. Moreover, several other countries are invited to BRIC summit each year. However, it is relevant to current study to only focus on several of world's largest economies and limit the research with BRIC.

It is important to stress once again that cross-national comparison on Brazil, Russia, India, and China will be of great significance.

First of all, it is crucial to apply PESTEL-analysis to four countries from the perspective of “green” brands.

Table 4 - PESTEL-analysis Brazil

Political factors	Economical factors
Democracy + Bureaucracy issues, corruption - Political stability + The biggest country in South America + Progressive taxation system + Independent mass media + The government actively fights for nature preservation + No ecological state companies -	The strongest economy in South America + Growing GPD + Stable, fast-growing economy + Normal inflation rate + Internally closed economy - Well-developed banking industry + Poverty - Great wages differentiation - State companies are the basis of economy +
Socio-cultural factors	Technological factors
The largest population in South America - High rate of population growth - Poverty - Unemployment - Social stratification - Crime situation - Free healthcare + “Green” brands are too expensive for people -	Heavy implementation of ecological technologies + The usage of ethanol fuel + Deforestation for pastures -
Environmental factors	Legal factors
Air pollution - Water pollution - Soil pollution - Deforestation - Home of several eco-summits + 45% of energy is renewable +	Nature preservation legislations + Ratification of many international ecological acts +

Table 5 - PESTEL-analysis Russia

Political factors	Economical factors
Political stability + Least intrusive taxation system + Nature preservation policy + Small business encouragement + Independent mass media + No ecological state companies - 2017 - the year of ecology in Russia + Ecology has been proclaimed a national priority +	Stable economy + Normal inflation rate + Foreign investments encouragement + State companies are the basis of economy + Well-developed banking industry + Open economic environment +
Socio-cultural factors	Technological factors
The largest country in the world + Normal population growth + “Green” brands are too expensive for the majority of the population - Environmental issues are not taken seriously -	Slow implementation of “green” technologies - Innovative ecological technologies in state companies +
Environmental factors	Legal factors
Norilsk and Karabash are two of the most polluted places on the planet - Besides that, the environment is in a rather good condition +	Nature preservation legislations + Ratification of many international ecological acts +

Table 6 - PESTEL-analysis India

Political factors	Economical factors
The largest democracy in the world, federal form of government + Political stability + Progressive taxation system + Free business encouragement + Independent mass media + No ecological state companies - Problems with nature preservation programs implementation - Anti-corruption policy +	Growing GPD + Stable, fast-growing economy + Liberalization of foreign capital + Normal inflation rate + Small and medium entrepreneurs are the basis of economy +- Well-developed banking industry + Open economic environment + Poverty, small wages -
Socio-cultural factors	Technological factors
Second largest population in the world - Enormous rate of population growth - Ageing issue - Ancient cast system - Poverty - Lack of education - Unemployment - “Green” brands are too expensive for people -	High rate of technology development + Growing biotechnology industry + Heavy implementation of renewable energy sources (the sun, wind) + The highest number of publications on “green” marketing +
Environmental factors	Legal factors
Massive air pollution - Water pollution - Garbage problems - Overfishing - Deforestation - Government's propaganda of nature preservation through literature, films, seminars etc. +	Recycling legislations + Nuclear power legislations + Cooperation with international ecological organizations +

Table 7 - PESTEL-analysis China

Political factors	Economical factors
One party monopoly - Political stability + Government regulations + Progressive taxation system + Control over the media and the Internet - Anti-corruption policy + Environmental policy + No ecological state companies -	The second biggest economy in the world + Growing GPD + Government's control over business + Open economic environment for foreign companies + Normal inflation rate +
Socio-cultural factors	Technological factors
The largest population in the world - Highest rate of population growth - High literacy rate + Collectivistic culture + “Green” brands are too expensive for the majority of the population -	Innovative technologies and products + The largest manufacturer of solar-panels in the world +
Environmental factors	Legal factors
Air pollution - Increased awareness of environmental protection +	Serious ecological legislations + The law on emissions reduction and gradual reduction of coal power generation +

The following tendencies can be spotted.

1. All countries are heavily implementing ecological policies.

2. All countries are investing in eco-technologies.

3. India and China are suffering from environmental problems because of overpopulation.

4. Brazil's and India's populations are mainly living below the poverty line.

5. Russia and China are on the same level of population's wealth. “Green” brands are rather expensive, but some people can afford them.

6. Russia has the best environmental situation among the four countries.

7. India is struggling with the successful application of sustainable policies.

Following the analysis of BRIC, it is necessary to study the similarities and differences between four countries in terms of their companies' usage of “green brands” strategy.



Chapter 2. Empirical research on BRIC countries

An international “Unilever” study (2017) showed that 33% of consumers preferred sustainable brands to ordinary ones. 20 000 adults from five countries were asked to explain how their sustainability concerns influenced their purchase decisions. Turned out, that 33% of consumers “are choosing to buy from brands they believe are doing social or environmental good”. Moreover, one in five people said, “they would actively choose brands if they made their sustainability credentials clearer in their marketing”. The study also identified that customers in emerging economies were purchasing “greener” compared to developed markets due to negative impact of unsustainable businesses on the environment. In more detail: https://www.unilever.com/news/Press-releases/2017/report-shows-a-third-of-consumers-prefer-sustainable-brands.html

The following paragraphs are dedicated to gathering data about companies' usage of ecological branding as part of their business agendas in Brazil, Russia, India, and China.

Firstly, Top-50 companies in each country will be reviewed. The following references will be used:

1. Company's name in English;

2. A company discloses its Annual Report - 1;

3. A company does not disclose its Annual Report - 0;

4. The year of company's last published Annual Report;

5. A company has a Corporate Social Responsibility (CSR) report of GRI 3.1 or GRI 4.0 standard - 1;

6. A company does not have a CSR report - 0;

7. The industry company is working in.

Secondly, gathered statistics will be analyzed in order to describe distinctive features of company's general attitude towards sustainable marketing in four countries. Thirdly, ten companies from each list, which communicate on CSR, will be thoroughly studied in terms of their “green brands” strategy applications.

2.1 Brazil

The following table is formed based on “Forbes 2017 Global 2000” rating of the World's biggest public companies Source: https://www.forbes.com/global2000/ (20 Brazilian companies made the list) and Brazil's largest companies rating. Source: http://forbes.uol.com.br

Table 8 - Brazil

	Company	Annual Report	The year of last published AR	CSR	Industry
1	“Itau Unibanco Holding”	1	2017	1	Banking
2	“Banco Bradesco”	1	2017	1	Banking
3	“Banco do Brasil”	1	2017	1	Banking
4	“Vale”	1	2016	1	Mining
5	“Petrobras”	1	2017	1	Oil & Gas
6	“Electrobras”	1	2016	1	Utilities
7	“Itausa”	1	2017	0	Conglomerate
8	“JBS”	1	2017 ...

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