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The Branding of Climate Change - An international quantitative investigation into the power of 6 branding concepts used within 'green marketing': Environmental Choices 3.h

Published by: Haddock Research & Branding, Inc.

Published: Apr. 20, 2009 - 112 Pages


Table of Contents



1.1 Introduction

1.2 Key Insights

2.0 Methodology

3.0 Report Results

3.1 Attitudinal Personality Clusters

3.2 Introduction to the different Branding Concepts

3.3 Rating & Engagement with Branding Concepts

3.4 In-depth analysis of each Branding Concept

3.4.i An explanation of the different types of analysis used

3.4.ii Overall Rating 1st - Concept C

3.4.iii Overall Rating 2nd - Concept B

3.4.iv Overall Rating 3rd - Concept A

3.4.v Overall Rating 4th - Concept F

3.4.vi Overall Rating 5th - Concept E

3.4.vii Overall Rating 6th - Concept D

4.0 Further Analysis

6.0 Survey Release Outline

7.0 Addendum


Abstract

This report is about how branding can be used to motivate people to work towards a low-carbon economy and, by extension, embrace low-carbon products and services. Branding techniques can provide the ideas, stories, myths and/or metaphors which are effective in getting people to act, and effective branding can build valuable business and policy assets, but what would be the most compelling branding concepts in this sphere? The most commonly associated idea of ‘preserving mother nature’, or perhaps other ideas that might seem less obvious?

The report focuses on testing 6 different branding ideas predominant in this subject area to see how powerful people find them to be.

Concepts Tested
  • ‘Beautiful Nature’
  • ‘Positive Human Relationships’
  • ‘Empowering technical low-carbon solutions’
  • ‘Guilt-free Luxury’
  • ‘Zen-like Simplicity’
  • ‘Anti-Consumerism’
Questions addressed
  • Which of the six concepts tested faired best overall?
  • What cultural differences are shown in the rating of these concepts?
  • How do differently do Climate Citizens, Mild Greens, and Sceptics & Uninvolveds rate the six concepts?
  • Can particular sub-groups in society be identified as being more aligned to each of the concepts?
  • What implications does this research have for policy makers responsible for motivating the public to action regarding climate change or businesses involved in the low-carbon economy?


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