Research and Markets: The Branding of Climate Change - a Quantitative Investigation into the Power of 6 Predominant Branding Concepts Used within 'Green Marketing'

DUBLIN--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/507a63/the_branding_of_cl) has
announced the addition of the "The Branding of Climate Change - A Quantitative
Investigation into the Power of 6 Predominant Branding Concepts used within
'Green Marketing': Environmental Choices 3.h" report to their offering.

This section 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?

Key Topics Covered:

1.1 Introduction 1.2 Key Insights

2.0 Methodology

3.0 Report Results 3.1 Attitudinal Personality Clusters: cluster analysis
implies three coherent groups of people in their attitude to climate change 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: Empowering technical low-carbon solutions 3.4.iii Overall Rating 2nd
-Concept B: Positive human relationships 3.4.iv Overall Rating 3rd -Concept A:
Beautiful nature 3.4.v Overall Rating 4th -Concept F: Anti consumerism 3.4.vi
Overall Rating 5th -Concept E: Zen like simplicity 3.4.vii Overall Rating 6th
-Concept D: Guilt free luxury

4.0 Further Analysis

6.0 Survey Release Outline

7.0 Addendum

For more information visit
http://www.researchandmarkets.com/research/507a63/the_branding_of_cl

Laura Wood
Senior Manager
press@researchandmarkets.com
Fax from USA: 646-607-1907
Fax from rest of the world: +353-1-481-1716

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