Abstract

This workshop aims to present a sustainable branding framework for data-driven companies leveraging big data and business analytics. Sustainable branding is a new concept that is used in this study for integration of sustainability principles into a company's brand strategy, which can create value for both the company and society. The workshop will introduce a four-component framework that combines insights from sustainability, branding, and big data analytics, enabling participants to develop sustainable branding strategies. Participants will also explore the role of data in sustainable branding and gain hands-on experience using real-time exercise of applying the framework into an organizational structure
and also a case study from supply chain traceability solutions company that works for one the world’s largest sustainable brand in terms of scale of operations. Specifically, they will learn how to use data to identify key sustainability issues, develop relevant messaging, and measure the impact of their branding efforts. By the end of this workshop, participants will have a clear understanding of how to build a sustainable brand that resonates with customers, creates social value, and generates long-term business success.

Keywords: Sustainable Branding, Sustainable development goals, Big data, Business analytics, Sustainable Branding framework