Udržitelnost jako součást marketingové komunikace značky

The connection between marketing communication and sustainability is important as it allows the brand’s commitment to sustainable responsibility to be shared, which not only supports environmental protection, but also reinforces positive brand perception. The aim of this thesis is to implement sustainability topics into the marketing communication of the brand. The thesis will present a proposal for a sustainable campaign for the baby food brand GERBER based on the findings obtained from the marketing research. The objective will be achieved through an analysis of sustainability in the current brand approach, the thesis also uses a quantitative method of data collection in the form of a questionnaire. The data obtained confirms the importance of including sustainability into the brand’s marketing communication associated with increased consumer trust and positive brand perception. The data further reveals consumer preferences in marketing communication. Based on the findings, recommendations are made for the brand to transparently communicate its sustainable practices towards consumers, these recommendations are shaped into a specific sustainability campaign proposal for the GERBER brand that can serve as a basis for real sustainability communication.