Survey: Top Choice for Truly Green Brand is Nobody

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OAKLAND, Calif. -- When readers of Brandchannel.com were asked what brand they think of as truly green or going green, the top answer was no brand at all.

Almost 20 percent of the 2,000 survey respondents said no brand is
serious about being green. "There are attempts at establishing green
credentials-but these attempts are happening in silos within brands and
companies," says one reader's answer. "Very often, the 'green' aspect
of the business is far outweighed by the 'non-green' areas."

The next top four choices was Toyota at 9.4 percent, BP at 3.3
percent, The Body Shop at 3.1 percent and Honda with 2.7 percent. The
remainder of the respondents chose a variety of other companies,
including General Electric, Virgin, Patagonia, Greenpeace, Whole Foods
Market, Marks & Spencer, Apple, Wal-Mart, Starbucks, Innocent,
Shell, BMW, Seventh Generation, Aveda and Clorox.

Apple, which came in 11th place for greenest brand, took the top
spot for many of the survey's other questions asking which brand
readers would want to sit next to at a dinner party, which brand would
have the biggest impact on history if sent back 100 years, which brand
they would describe themselves as and which brand inspires them the
most.

Brandchannel.com, published by branding company Interbrand,
surveyed about 2,000 of its readers from 107 countries in February and
March 2008. Almost 75 percent of those surveyed work in marketing, and
respondents were free to name any brand in their answers.

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