Environmental Reputation
The traditional approach to brand marketing is based on positioning in the mind of the consumers by means of marketing strategies and one-way communication.
With the rise of Internet, the development of the social networks and of the consumer platforms, this approach has evolved towards a model where the consumer has increasingly greater influence on constructing the brands and market dynamics, as they have the necessary tools to be information generators and opinion leaders in their digital environment.
Therefore, the fourth Ideas Notebook aims to be an introduction to the concept of brand reputation focused on its environmental dimension. The book sets out the reasons that may cause a company to take it into consideration, along with the different means that can be used to measure it as a baseline for improvement.
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