Triple Pundit: Why Toyota Is Top Global Green Brand Of 2012
The auto brand takes the top spot in Interbrand's annual report, ranking #1 for both sustainability performance and sustainability perception with consumers.
Interbrand, one of the world’s leading brand consulting firms, released its 2012 Best Global Green Brands Report.Toyota (#1), Johnson & Johnson (#2) and Honda (#3) top the ranking with Danone (#9), Ford (#15), Starbucks (#36) and UPS (#43) representing this year’s top risers.
To make the top 50 Best Global Green Brands, organizations must perform well in two areas: sustainability performance and sustainability perception. Interbrand examines how a brand’s sustainability efforts are perceived by consumers. Each brand’s performance score is based on 82 individual sub-metrics across six key elements: governance, stakeholder engagement, operations, supply chain, transportation and logistics, and products and services. Each brand’s perception score is determined through a consumer study covering 10,000 respondents; 1,000 in each of the ten largest economies, including the US, Japan, China, Germany, France, United Kingdom, Italy, Brazil, India and Canada. Each brand is assessed by 1,250 consumers using Interbrand’s six external brand strength pillars: authenticity, relevance, differentiation, consistency, presence and understanding.
The Best Global Green Brand report’s overall scores are calculated by combining the standardized performance and perception scores. A discount factor is applied in those cases where positive perceptions of the brand outweigh a company’s actual green performance. The change in each brand’s overall score relative to its 2011 result determines the final ranking.
Originally published on Triple Pundit, republished with kind permission.