SYNOPSIS FOR BRAND VALUATION THROUGH GREEN MARKETING

INTRODUCTION

The range of applications for brand valuation has widened considerably since its creation in
1988, and it is now used in most strategic marketing and financial decisions. The understanding,
interpretation and measurement of brand equity indicators are crucial for assessing the financial
value of brands. Brands influence customer choice, but the influence varies depending on the
market in which the brand operates.

Green marketing refers to the process of selling products and/or services based on their
environmental benefits. Such a product or service may be environmentally friendly in itself or
produced and/or packaged in an environmentally friendly way. Thus Green marketing can be a
very powerful marketing strategy though when it's done right. Given the direct link between
brand value and both sales and share price, the potential costs of behaving unethically far
outweigh any benefits, and outweigh the monitoring costs associated with an ethical business.

OBJECTIVE

Today it is possible to argue that, in general, the majority of business value is derived from
intangibles. Management attention to these assets has certainly increased substantially. This is
because of the economic impact that brands have and companies have now started a new
approach of marketing called “Green Marketing”.

So this research aims to bring forth the importance of brand evaluation through green marketing
to survive in the competitive market.

COMMERCIAL VIABILITY OF THE RESEARCH

AMI MAMTORA ISBE-SS-09/11-FIN Page 1

This research can be extremely useful to the following for understanding the concept of green
marketing as well as its impact on the brand evaluation for companies.
 Marketing head
 Employees
 Brand manager
 Market researcher
 Students of marketing

RESEARCH METHODOLOGY

The sources of data collection would be from primary and secondary sources.

Primary sources would include conducting interviews of marketing managers and other
employees. If needed focus group sessions & brainstorming would be conducted to arrive at the
desired results.

Secondary data collection would be from journals, books, articles published on the internet or
any previously published material relevant to this topic.

CONCLUSION

Brand valuation is a powerful process that captures the present and future value of a brand.
Overall, there is an increasing need for brand valuation from both a management and
transactional point of view with the help of green marketing. With the development of the
economic use approach, there is at last a standard that can be used for brand valuation. This may
well become the most important brand management tool in the future.

AMI MAMTORA ISBE-SS-09/11-FIN Page 2