Sustainability in Business with Brand Protection

Sustainability in Business:
How Brand Protection and Sustainability Efforts Can Drive Business Growth

sustainability in business, sustainability efforts

In today’s fast-paced global market, it’s important to understand the intersection of brand protection and sustainability in business. Safeguarding your brand isn’t just a matter of maintaining credibility—it’s a fundamental necessity. Brand protection and sustainable goals are now a business imperative. They encompass a suite of strategies aimed at upholding the essence and prestige of your brand. From fortifying trademarks and safeguarding intellectual property to deploying legal measures against violations and meticulously scrutinizing counterfeit items, each tactic is essential in preserving your brand’s essence of quality and reliability.

 

While brand protection has long been a priority for companies, the emergence of globalization and the digital marketplace has elevated its significance. Counterfeit products now pose a greater menace, not merely tarnishing a company’s image but also leading to substantial financial ramifications and detrimental effects on the environment.

The concept of sustainability in business was placed on the international agenda in 1987*. It is only in recent years that large companies and government agencies have been actively embarking as more people are concerned about our environment.

 

Why Sustainability is Important in Business

As a business strategy, sustainability for companies involves balancing economic, environmental, and social considerations to create a business model that is not only profitable but also contributes positively to the well-being of users and our world. However, often sustainable programs fall short at scale. 

 

For most companies, sustainability in business is automatically embedded into processes by design. Leadership, culture, procedures and criteria for decision making are often designed where profit was all that mattered. Costs, revenues and market shares are the most common criteria used to run a business. Evaluating choices and determining trade-off for our environment, social and governance may not always be among the top priorities for organisations. 

 

Similar to sustainability, brand protection is often out of management’s radar especially for smaller organizations. However, companies with executives who understand and pay attention are rewarded handsomely. Although brand protection and sustainability are two distinct concepts, they are interconnected in several ways. Organisations are increasingly recognising the importance of integrating both concepts into their business strategies. 

 

Let us explore the 8 key areas below on how brand protection and sustainability efforts amplify the position to drive sustainable business growth, benefit consumers and the world.

  1. Enhance Credibility and Trust 

Brand protection measures, such as preventing counterfeits and ensuring product authenticity, enhance the credibility of a company. When consumers trust that they are purchasing genuine products from a brand, they are more likely to believe and support the brand’s sustainability claims. Credibility in both product quality and sustainability efforts multiplies the positive impact.



  1. Consumer Loyalty and Advocacy

A strong commitment to brand protection, especially in the context of sustainability, fosters consumer loyalty. When consumers trust a brand’s products and values, they are more likely to become advocates for the brand. This advocacy can extend to promoting the brand’s sustainable practices, amplifying the impact of sustainability efforts through word-of-mouth and social media.

 

A good example is Tesla. 


They are a leader in sustainable transportation, producing electric vehicles and renewable energy solutions. Tesla also places a strong emphasis on protecting its brand, particularly its electric vehicle technology. This includes legal actions against imitators and robust security measures to prevent counterfeiting. The company’s focus on innovation and protection helps maintain its position as a pioneer in the sustainable automotive industry. In their effort to drive innovation and sustainability, they have gained many customers globally. 

  1. Differentiation in Market

Companies that effectively protect their brand and communicate their commitment to sustainability can differentiate themselves in the market. This differentiation not only attracts environmentally conscious consumers but also positions the company as a leader in sustainable practices. This competitive advantage can lead to increased market share and customer preference.



  1. Supporting Supply Chain Transparency

Brand protection often involves ensuring the integrity of the supply chain. By implementing measures to combat counterfeits and unauthorized activities, companies also contribute to supply chain transparency. Transparent supply chains are essential for sustainability efforts, as they enable companies to trace the origin of materials, monitor ethical practices, and reduce environmental impacts throughout the supply chain.

 

For instance, Procter & Gamble (P&G) utilizes technology to enhance brand protection and transparency. Through its SmartLabel initiative, P&G provides consumers with detailed information about the ingredients in its products. This transparency not only builds trust but also reinforces the sustainability efforts of P&G by allowing consumers to make informed choices.



  1. Attracting investments 

Investors increasingly consider sustainability factors when making investment decisions. Companies with robust brand protection measures demonstrate a commitment to responsible business practices. This commitment, combined with verifiable sustainability efforts, can attract investors who prioritize environmental, social, and governance (ESG) criteria, leading to increased financial support for sustainability initiatives.

  1. Mitigating Greenwashing Risks

Greenwashing, or the misleading promotion of a company’s environmental practices, can harm a brand’s reputation. Effective brand protection helps mitigate the risk of greenwashing by ensuring that sustainability claims are genuine and backed by verifiable actions. This authenticity in sustainability efforts strengthens the company’s overall reputation.



  1. Facilitating Regulatory Compliance

Brand protection efforts often involve compliance with legal and regulatory standards. Ensuring compliance not only protects the brand from legal issues but also aligns with sustainable goals. Meeting regulatory standards demonstrates a commitment to responsible business practices, contributing to the overall success of sustainability initiatives.



  1. Innovating with Sustainable Technology

Brand protection often involves leveraging advanced technologies, such as security codes, blockchain, RFID, and digital authentication. The same technologies can be extended to support sustainability initiatives. For example, blockchain can be used for traceability in supply chains, ensuring the authenticity of sustainable sourcing claims.

 

IBM Food Trust is a blockchain-based platform that enhances brand protection and supply chain transparency. It allows companies in the food industry, such as Walmart and Nestlé, to trace the journey of products from farm to table. This not only protects the authenticity of brands but also supports sustainability by providing consumers with information about the origin and production methods of their food.

 

Uphold Your Global Brand Reputation Through Brand Protection and Sustainable Practices

Brand protection acts as a multiplier for sustainability efforts by establishing credibility, fostering consumer loyalty, differentiating the company, attracting sustainable investments, and mitigating risks in the market. Brand protection is not just about guarding against counterfeit products; it’s a strategic component that reinforces a company’s commitment to sustainability. When these two aspects are integrated seamlessly, a company safeguards its reputation, ensures the integrity of its supply chain, and communicates its dedication to environmental and social responsibility. Companies achieve a more significant and lasting impact on business success with a well thought out sustainability strategy. 

 

*UN-sponsored World Commission on Environment and Development issued the Brundtland Report (also called Our Common Future)

Nabcore BD Team

Our team are committed to working with partners and clients to protect their brands. Contact us on insights and solutions on how brand protection application can drive business growth uniquely.

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