31 Jul '11, 9am

Global Green Brands 2011: Toyota tops the list

Global Green Brands 2011: Toyota tops the list

McDonald’s, GE, and Coca-Cola, on the other hand, all scored significantly higher in perception than performance. The big gap in perception and performance for brands that are closer to the top of Interbrand’s Best Global Brands list suggests that highly visible top 10 brands like McDonald’s, GE, and Coca-Cola enjoy the positive impact of being a well-known, powerful brand, with green perception matching general perception overall. It also suggests that McDonald’s use of the color green has given consumers the perception that it is focusing more on environmental sustainability than reality. Meanwhile, GE’s gap of -23.17 suggests that while its ecomagination campaign was extremely successful in positioning the brand as environmentally sustainable, now the brand has a great deal to live up to. In particular, it needs to start thinking beyond just products and services, and b...

Full article: http://www.celsias.com/article/global-green-brands-2011/

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