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Mirror, Mirror On the Wall, What Is the Greenest Brand of Them All?

Chris Dickman Wed, 06/19/2013 - 08:34

Apple? Not even close, according to Interbrand's 2013 Best Global Green Brands report, which positions it at a rather lackluster number 22. No, the winner for the third year in a row is Toyota, with car manufacturers dominating the top spots. If you're not familiar with Interbrand, it describes itself as the world's largest brand consultancy, spanning nearly 40 offices. As such, its clients include... well, everything from Porche to McDonald's.

The report places an emphasis on brand value, based on Interbrand's approach to creating and managing client value. This leads to the possibility of increasing overall brand value through improving the “greenness” of a brand. Then comes an assessment of environmental performance and consumer perception, articulating the balance between "doing the right thing" and being perceived to be doing so. Since the actions a company is taking and how it's perceived often differ, the report adds a "Gap Score" to each firm to indicate the level to which environmental performance and consumer perception are in balance.

While the coverage given to each of the 50 brands that made the cut is interesting enough, the twenty-four related articles and interviews are the best place to start, since they provide solid insight on the green and sustainable challenges facing corporations. The Best Global Green Brands adds up to a great resource for designers that need to be in synch with the concerns of their clients in this increasingly essential and complicated domain.