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December 24 Sustainable Development and Brand Value, Creating a Strong National Image

Branding and sustainable development share inexorably linked bonds, and they represent a certain complexity, which requires consideration of a brand’s essence, name, price positioning, packaging, and marketing methods, while the highest form of enterprise competitiveness lies in brand creation, through conveying band values and attaining customer trust and reliance.


If we examine branding from the concept of Marketing 1.0, the emphasis is on product positioning, to promote the product, while Marketing 2.0 adds a focus on customer positioning, through the addition of more service, considering “customer preferences”, and searching to define product positioning through the perspective of the customer, with Marketing 3.0 elucidating Values Positioning which involves human needs as consumers select products and services, as we hope that consumer behavior will improve society, the economy and environmental issues, thus satisfying their spiritual needs. 


Today’s global trend for sustainable development concepts exercise major influences on consumer choices, as customers consider climate change when choosing less polluting vehicles, or foods with smaller carbon footprints and clothes which indicate the product’s carbon footprint status. These all represent aspects of consumption through the Values Positioning and orientation, so producers must appreciate the current consumer emphasis on values and their key considerations, to create a connection with sustainable development, which will lead to a brand worthy of consumer trust, reliance and confidence.


In the entire world, the largest economy for brand value is the United States (in virtue of its status as the largest economy), with examples such as Apple, Google, and Microsoft, but the strongest national branding is found in Singapore followed by Switzerland, Holland and other small European nations, which deploy national governance, national environment, and society dimensions for comparison revealing the country’s brand image status, while these standards bring influences which have already exercised strong impacts for progress in global sustainable development.