Comparative Analysis of Companies' Usage of the "Green Brands" Strategy in the Markets of Brazil, Russia, India, and China

The study is dedicated to “green” brands in Brazil’s, Russia’s, India’s, and China’s largest companies. Strategic management and distributional marketing evolution into ecological marketing are considered in the theoretical part. Comprehensive analysis of a “green” branding phenomena and cross-national comparison by the means of PESTEL-analysis is also presented there. The empirical part of the research consists of primary analysis of BRIC countries’ 200 largest companies (50 in each country) and thorough analysis of 40 companies (10 in each country). As a result, the differences and the similarities of the “green brands” strategy implementation are identified. As well as conclusions on the connection between company’s engagement into ecological problems and its industry are drawn. Key words: “green” marketing, “green” branding, a “green” brand, cross-cultural comparison, BRIC.