Greenwashing within the Context of Nation Branding and National Reputation Management: Hennes&Mauritz (H&M) – A Swedish Case

Öz

The image and reputation of a country reflect on its brands. Just as well, the image and reputation of a brand reflect on its country of origin. The present study, on the basis of the theoretical frameworks of nation branding and national reputation, focuses on greenwashing, which affects both of the said areas. In our day, the sensibility concerning sustainability and environmental matters influences also brand policies. The ambition of being ‘The most environment friendly brand’, often leads brands to mistakes which end up transforming into greenwashing. This is also the case for the Swedish brand H&M which aims to be the ‘leader’ in soft power areas like the environment. The study, after the theoretical framework, focuses on H&M’s greenwashing strategies and their causes, using the qualitative situational analysis method.

Anahtar Kelimeler

• nation branding
• national reputation
• H&M
• Sweden
• greenwashing

Ulus Markalama ve Ulusal İtibar Yönetimi Bağlamında Yeşil Aklama Uygulamaları : Bir İsveç Markası Hennes&Mauritz (H&M)

Öz

Bir ülkenin sahip olduğu imaj ve itibar, o ülkenin sahip olduğu markalara da yansımaktadır. Yine aynı şekilde bir markaya ait imaj ve itibar da o ülkeye yansımaktadır. Bu çalışma ulus markalama ve ulusal itibar teorik çerçevelerinden yola çıkarak, her iki alanı da doğrudan etkileyen yeşil aklama kavramına odaklanmaktadır. Günümüzde sürdürülebilirlik ve çevre konularına gösterilen hassasiyet, marka politikalarına da yansımaktadır. ‘En çevreci marka’ olma hırsı, çoğu zaman söz konusu markaları yanlışlara itmekte ve yeşil aklama stratejilerine dönüşmektedir. Çevre gibi yumuşak gücü ilgilendiren alanlarda ‘lider’ olma arzusu güden İsveç firması H&M için de bu durum farksızdır. Çalışma, teorik çerçevenin ardından niteliksel vaka analizi yöntemiyle H&M’in yeşil aklama stratejileri ve nedenlerine odaklanmaktadır.

Anahtar Kelimeler

• ulus markalama
• ulusal itibar
• H&M
• İsveç
• yeşil aklama

Kaynakça

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