A review of green branding strategies on market competitiveness: A case study of an organic cosmetics brand in Abuja, Nigeria
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Background of the study
Green branding strategies involve aligning a brand’s identity with environmental sustainability and ethical practices, which can significantly enhance market competitiveness. This study reviews how an organic cosmetics brand in Abuja, Nigeria, leverages green branding to differentiate itself from competitors. By emphasizing natural ingredients, eco-friendly packaging, and ethical sourcing, the brand aims to build a strong identity that resonates with environmentally conscious consumers (Ibrahim, 2023). In an increasingly competitive cosmetics market, green branding can serve as a unique selling proposition that not only attracts consumers but also builds long-term loyalty. The study examines various branding elements including logo design, messaging, and certifications that communicate environmental responsibility. It also analyzes how these strategies influence consumer perceptions, market share, and overall competitive advantage. Furthermore, the research considers challenges such as higher production costs and potential consumer skepticism toward green claims. By synthesizing industry reports and case study evidence, this review aims to provide insights into best practices for green branding and offer recommendations for enhancing market competitiveness through sustainable practices (Adeniyi, 2024; Okeke, 2023).
Statement of the problem
Despite the increasing emphasis on sustainability, many organic cosmetics brands in Abuja struggle to achieve market competitiveness through green branding. Challenges such as inconsistent environmental messaging, higher production costs, and consumer skepticism regarding green claims can hinder brand differentiation. These issues make it difficult for brands to effectively communicate their commitment to sustainability and capture a larger market share. This study addresses the need to evaluate current green branding strategies and their impact on competitiveness. By identifying the factors that lead to successful green branding, the research aims to offer actionable recommendations for enhancing brand positioning and achieving long-term success in a competitive market (Ibrahim, 2023; Adeniyi, 2024).
Objectives of the Study
To review the impact of green branding strategies on market competitiveness.
To identify key factors that influence the effectiveness of green branding.
To propose recommendations for optimizing green branding practices.
Research Questions
How do green branding strategies affect market competitiveness for an organic cosmetics brand in Abuja?
What are the key success factors for effective green branding?
How can organic cosmetics brands optimize their green branding to enhance competitiveness?
Significance of the study
This study is significant as it sheds light on the role of green branding in boosting market competitiveness for organic cosmetics brands. The findings will help brands in Abuja develop more cohesive and effective sustainability messages that resonate with consumers and improve market positioning. Insights gained from the research contribute to best practices in sustainable branding and offer actionable strategies for enhancing competitive advantage in the growing green market.
Scope and limitations of the study
The study is limited to a single organic cosmetics brand in Abuja, Nigeria, and focuses on green branding strategies. It does not extend to other product categories or regions.
Definitions of terms
Green Branding Strategies: Marketing approaches that emphasize a brand’s commitment to environmental sustainability.
Market Competitiveness: A firm’s ability to effectively compete and gain market share.
Organic Cosmetics Brand: A brand that produces beauty products using natural and environmentally friendly ingredients.
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