Sustainability and branding: An integrated perspective

• Integration of marketing and operations enhances business sustainability practices.
• Sustainability activities in operations should be promoted by industrial brands.
• Branding support can be achieved by creating brand sustainability associations.
• We provide a framework to guide integrated implementation of sustainability projects.

Sustainability is increasingly drawing the attention of scholars, policy makers, and companies, as the latter are recognizing the necessity and opportunities of implementing sustainable practices in their operations. Marketing plays a substantial role in both applying such initiatives and promoting them, which can be greatly supported through brands. We suggest that firms can use their brands to promote the value of sustainability to their industrial customers, consumers, and other stakeholders. This may be achieved through branding activities that emphasize the firm's sustainability practices and their impact on stakeholders. Expressing sustainability actions as the measurable and relatable outcomes they yield and associating them with brands have the potential to further facilitate this integration of sustainability and branding. A framework and guidelines for sustainability practices that may be employed in this process of integrating operations and marketing are discussed.