Toyota, among the greenest brands

Toyota, one of the most admired companies in the world, was again among the top of the greenest brands in the world, according to the report " Best Global Green Brands 2014 " prepared by Interbrand and Deloitte.

The Japanese automaker, which for the fourth consecutive year ranks first in this ranking and has established itself as the leader in sustainable perception, was in second place with a Gap Score of +0.3.

Although in previous years Toyota occupied the first place of this list, in this occasion lowered a position by another competitor of the automotive market. But this does not mean a failure in its socially responsible aspect, but an increase in the sustainability of its competitors; important measures for the care of the environment.

The Green Brands of Best Global Green Brands

The report Best Global Green Brands was born in 2011 and measures the gap between the sustainable and environmental performance of a brand and the perception that consumers have of that performance.

Understanding the gap between current practices of corporate citizenship and recognition of those by the consumer is crucial to building brand equity.

Today, consumers bring the world's leading brands to an extremely high standard and expect them to act responsibly.

This year, automotive, electronics and technology brands took up almost 50% of the total ranking of green brands: ten from the automotive sector, while 12 from the electronics and technology sectors

Brands in the financial sector are still struggling to become leaders in sustainability.

However, in this list, of the ten greenest brands in the world, four belong to the automotive market and occupy the first four positions. There are no more car companies, but brands such as Nokia, Sony, Adidas, Danone and Dell appear.

Many audiences. One aspect of advertising is that it only targets the consumer, leaving the public around them unattended. Vela explains that "when working on the concept of reputation and, above all, in digital marketing, mapping different audiences should be taken for granted, to turn risks into opportunities."

So, did you see the importance of relating marketing and corporate reputation? In your company, is there a synergy between those responsible for these areas? Or are they completely divorced from their strategies?

John is the founding editor of Globalgarage blog, an website established in 2017. He is responsible for the editorial management and direction of the monthly car repair tips.