Green Home is a Swedish company created in 2001, it specializes in Kit houses, more precisely the mission of the company is to create and build ecological houses. The brand makes an authentic connection between its 'green' products and its sustainable business practices and policies. The two investors knew the ecology industry well; they both worked in this sector for ten years. They decided to create this brand because property prices were growing and also because of the environmental aspects which were essential in our world. At the beginning, there were only 15 people in the company. In 2009, Green Home employed more than 70 employees in 2 different countries in Europe: Sweden and France. The headquarters is situated in Stockholm. The values of the company are ecology, economy, quality and rapidity.
[...] A social organization had published a report and said that the company IKEA used a smaller company (Green Home) to be perceived as an ecological company without keeping up with the Green principles (Kyoto Protocol). Also, there were many Medias' critics newspaper) saying that the new interest of Green Home was to make money without caring about its values of quality and sustainable development. A rumour was spread, saying that Green Home didn't use recycled materials in its production. Solution Brand confusion and brand damage had pushed both the companies to react. [...]
[...] The main objectives for the brand were to increase their brand awareness and their turnover. Country: France There were many factors that had influenced the choice of the country, France. In the Scandinavian countries, there were too many competitors and the market was totally saturated. The French market was rapidly growing; only 10% of houses were wooden and used ecological concepts. The French market was totally oligopolistic because there were only few competitors like MaisonLogo or Modulex, with an increase in demand. [...]
[...] They participated in many events like Wood show or Home show in Paris. They created a new version of the website in French, also they used press like French newspapers or magazine specialized to promote the brand. The IKEA co-branding had also permitted to promote brightly their brand. Generally, the strategy had permitted the brand to enter in the French market by maintaining a strong control and minimizing the risks. Local market & Future The internationalization had a positive impact on the local market, Media advertised for the brand. [...]
[...] In the beginning, they were only 15 people in the company. By 2009, Green Home employed more than 70 employees in 2 different countries in Europe: Sweden and France. The headquarter was situated in Stockholm and they had one factory in Sweden and soon another was created in France. The company was built on the values: ecology, economy, quality and rapidity. The company is specialized in building Kit houses, by using the new environmental technologies like rainwater collection, geothermal, solar and renewble energie. [...]
[...] Moreover, they used short verb as it will be easier for customers to remember. They used the word “Green” in their slogan too to be totally associated as an ecological company, Every idea behind the branding of “Green Home” was well thought, they wanted that when ever customers read or hear the slogan; they should think about ecology and sustainable development. Brand Awareness Brand awareness is one of the most important points in the development of building brand; it will help the brand to differentiate with others competitors. [...]
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