Posted by Robert Truglia on July 26, 2011 01:00 PM
Today Interbrand released its Best Global Green Brands study, ranking the top 50 among the leading worldwide brands, in which Japan stands out. Out of the top 10, three wave the Japanese flag, with Toyota claiming number one.
This study showcases a very unique methodology, combining the internal (brand performance) with the external (brand perception by consumers) to measure who has the “greenest” brand — inside and out. Using Interbrand’s experience in brand valuation and Deloitte’s expertise, each brand's green performance data was organized into 82 metrics in six categories: Governance, Stakeholder Engagement, Operations, Supply Chain, Transportation and Logistics, and Products and Services.
If one looks at the country's history and current plight, Japanese brands’ green success should come as no surprise.Continue reading...