10 Aug '11, 10am

'Best' Green Brands List Implies That Greenwash Works

Of course, methodology is important, as is who is doing the report. Interbrand is the world's largest brand consulting firm, working with internationally known Fortune 500 companies, helping them develop sustainability strategies. In addition, Interbrand only puts on to its Green Brands list companies whose names are synonymous with their brands - Coca-Cola and Toyota yes, but Louis Vuitton and Gucci no, as those brands are owned by larger conglomerates LVMH, and for Gucci, PPR. For the ranking, Interbrand combines the public's perception of environmental sustainability ("green") performance, with actual performance. That means, Interbrand says, the "strongest" green brands appear to reside at the intersection of performance and perception. Here are the top ten greenest brands: 1 Toyota 2 3M 3 Siemens 4 Johnson & Johnson 5 HP 6 VW 7 Honda 8 Dell 9 Cisco 10 Panasonic What c...

Full article: http://www.treehugger.com/files/2011/08/best-brands-list-...

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