Carry Out the Green Brand Construction: A Case Study

摘要

It is of great significance to carry out the green brand construction for enterprise's sustainable development. Shanghai WANSHIFA, an industrial head company in Shanghai, constructs green brand successfully through clearing brand strategy of green company, implementing the third party certification, special trademark registration, improving the product traceability and setting different brand sales paths and strategies according to the characteristics of brands. The practice shows that it is necessary for the green product brand to locate the green brand strategy correctly. The application of a unique registered trademark of third-party certification is necessary for the enterprise. The success of green brand needs effectively marketing strategy and network. The green product information tracing system is the trend for the green brand construction.