PENINGKATAN NILAI MEREK-MEREK ASLI INDONESIA DENGAN GREEN BRANDING

Abstract

ABSTRACT
Environmental issues are growing rapidly with the existence of global warming. Green
marketing and green branding aim to response business demands of an increasingly
advanced products based on sustainability and environmental awareness. Trend increase in
demand of green products is having positive association to the environment. Indonesia has
a potential range of products by natural resources, and a variety of original brands that
exist, demands for green products without leaving the unique positioning. Integration of
culture, traditions, and product quality as an effort to exploration of competitive advantage
for Indonesia original brands. Build the Indonesian Eco-culture as an option to increase
added value Indonesia original brands. These brands can represent Indonesia as a
secondary association. Indonesia Eco-culture could become a competitive advantage.
Integration between the cultural and environmental perspectives can create a unique valueadded
competitive. It will not be easily imitated by competitors, and could be a benchmark
for the future.
Keywords: green products, green branding, Indonesia Original Brands, Eco-culture