Comparative analysis of companies’ usage of the "green brands" strategy in the markets of Brazil, Russia, India, and China

1

Food processing

9

“Ultrapar Participacoes”

1

2016

1

Conglomerate

10

“Cielo”

1

2014

0

Financial services

11

“Braskem”

1

2017

1

Chemical

12

“BRF”

1

2016

1

Food processing

13

“Sabesp”

1

2017

1

Waste management

14

“Oi”

1

2016

1

Telecommunications

15

“Metalurgica Gerdau”

1

2016

1

Iron & Steel

16

“Companhia Brasileira de Distribuicao”

1

2016

1

Retail

17

“CCR”

1

2016

1

Transportation

18

“B3”

1

2016

1

Stock Exchange

19

“CPFL Energia”

1

2016

1

Electricity

20

“Kroton Educacional”

1

2016

1

Higher education

21

“AES Electropaulo”

1

2016

1

Electricity & Power generation

22

“AmBev”

1

2016

1

Food processing

23

“America Latina Logisctica”

1

2016

1

Logistics

24

“Andrade Gutierrez”

1

2016

1

Construction

25

“B2W”

1

2017

0

E-commerce

26

“Banco Nossa Caixa”

1

2017

0

Banking

27

“Klabin”

1

2016

1

Pulp production

28

“Banrisul”

1

2016

1

Banking

29

“BM&F Bovespa”

1

2017

0

Stock exchange

30

“Bradespar”

1

2017

0

Investment

31

“Gol Transportes Aereos”

1

2016

1

Aviation

32

“Brazil Hospitality Group”

1

2016

1

Tourism

33

“Camargo Correa”

1

2016

1

Conglomerate

34

“Lojas Americanas”

1

2016

1

Clothing retail

35

“Cedae”

1

2016

1

Waterworks

36

“Light S.A.”

1

2016

1

Electricity

37

“Cia. Hering”

1

2016

0

Clothing retail

38

“IGB Electronica”

1

2016

1

E-commerce

39

“Estrela”

1

2016

1

Toys manufacturing

40

“Natura”

1

2017

1

Cosmetics

41

“Gafisa”

1

2016

1

Construction

42

“Banestes”

1

2017

0

Banking

43

“Redecard”

1

2016

0

E-payment

44

“Itau Unibanco”

1

2016

1

Banking

45

“Taurus”

1

2016

0

Arms production

46

“Fibria”

1

2016

1

Pulp production

47

“Rio de Janeiro Metro”

1

2016

1

Metropolitan

48

“Brasil Telecom”

1

2017

1

Telecommunications

49

“Duratex”

1

2016

1

Wood manufacturing

50

“CEMIG”

1

2016

1

Electricity & Power generation

50 biggest companies disclosed their Annual Reports. 13 of them published the results of 2017 financial year (FY), 36 - the results of 2016 FY, and one - the results of 2014 FY. 41 companies communicated on CSR. Out of 9 companies without a CSR report, 6 are related to financial industry (banking, investment, stock exchange, e-payment), 2 - to retail (retail, e-commerce), 1 - to arms production.

Pie chart 1 - Brazilian companies without a CSR report

50% of Brazilian firms on the list are working in industries, which bring the most harm to the environment: oil & gas, chemical, iron & steel, electricity & power generation, mining, construction etc. They are obliged to follow a series of eco-legislations, but, moreover, try to do extra for nature and the community. However, it can also be classed this as “greenwashing”.

B1 Companies are numerated for convenience - “Vale” In more detail: http://www.vale.com

“Vale” publishes a separate sustainability report, which showcases company's commitment to compensate its impact on the environment.

In 2017 “Vale” went through environmental licensing procedure and developed an Environmental Manual. Company's environmental compensation included:

· Spending approximately US$ 130 million on the program;

· Creating 19 Private Reserves of Natural Patrimony;

· Planting more that 140 thousand seeding;

· Preserving 5 km² of Archaeological Heritage;

· Restoring 13 km² of Atlantic Forest areas;

· Creating a 200 km² National Park.

B2 - “Petrobras” In more detail: http://www.petrobras.com.br/en/

The company decreases its impact on eco-system through reducing hazardous solid waste, wastewater and GHG emissions. It also implements certain technological procedures, which help with cutting the number of leaks and saving some fauna and flora.

B3 - “Electrobras” In more detail: http://eletrobras.com/Paginas/default.aspx

The company applies an environmental management system (based on Environmental Policy and supervised by Environmental committee) to keep track of how their business affects the environment. They reduce water, energy, power consumption, and GHG emissions.

Picture 3 - “Electrobras” S_ox and N_ox emissions Source: “Electrobras” Annual Report 2016

Moreover, in 2012 “Electrobras” made a public commitment to transition to low-carbon, “green” economy. The company identifies the risks concerning climate change and adopts measures to minimize them.

B4 - “Ultrapar Participacoes” In more detail: http://www.ultra.com.br

All brands of the conglomerate implement similar practices of eco-efficiency: they reduce water, energy, and power consumption.

Company's eco-efficient Service Stations use LED illumination, natural light, window film and harvest rainwater. They are also transitioning to only working with sustainable firms and provide advisory services for their partners on how to become eco-efficient.



B5 - “Braskem” In more detail: https://www.braskem.com.br

The company released a Manifesto on Climate Change. They are committed to reducing GHG emissions by applying modern technologies, using renewable raw materials, and promoting the development of “green” brands. “Braskem” also stresses that the government should prioritize sustainable business initiatives and tighten environmental legislations.

B6 - “JBS” In more detail: https://jbs.com.br/en/

A quarter of company's Annual Report is dedicated to its impact on nature. “JBS” implements best practices in animal welfare and makes them the key of its business strategy. The company also focuses on using renewable or biodegradable packaging materials. It promotes reforestation, optimizes logistics to reduce travel distances, and improves its energy and water efficiency.

Every year “JBS” expands its transparency policy and participates in global environmental initiatives.

B7 - “BRF” In more detail: https://www.brf-global.com

The company has an entire section on corporate responsibility on its website, the majority of which is dedicated to nature preservation. They implemented an Environmental Policy, which is aimed to carry out a consistent evaluation of ecological footprint and prioritize eco-efficiency; and a “BRF Volunteer program” for employees, so they can promote the importance of recycling and thoughtful consumption to the community.

“BRF” is concerned about climate change and adopted biomass-driven boilers to reduce GHG emissions. On top of that, the company decreases the consumption of water and energy. 93,2% of electricity was renewable in 2016.

The banking system plays one of the main roles in social and economical development of the nation. It can create jobs, encourage entrepreneurs, support businesses, but it can also have a negative footprint on the environment, such as waste generation and CO₂ emissions. This is which mitigation commitment some Brazilian banks are taking.

B8 - “Banco do Brasil” In more detail: http://www.bb.com.br/pbb/

The bank has an Environmental Management System (EMS), which organizes and controls environmental footprint of the organization. It coordinates Eco-efficiency program (rational water, energy, and paper consumption, selective waste management, cartridge and toner reconditioning) and sets of “green” IT initiatives.

The bank stresses that it operates under Environmental Guidelines (forest and biodiversity, water, climate change, electric power, mining, transportation etc.) It also supports “ABC program” on GHG emission reduction and combating deforestation.

B9 - “Itau Unibanco Holding” In more detail: https://www.itau.com.br

Brazil's largest bank is deeply concerned about nature preservation and heavily promotes its eco-activities to the public. 10% of their Annual Report is dedicated to the ways the bank reduces its bad impact on the environment through cutting energy, water, paper, and electricity consumption, as well as setting even more ambitious eco-goals for the future.

Picture 4 - “Itau Unibanco Holding” eco-performance Source: “Itau Unibanco Holding” Annual Report 2017

The bank also donates 30% of their management fees to support 9 projects developing initiatives, related to forest restoration, waste management, sustainable agriculture, and climate change.

Another indicator of bank's “green” branding is their special “Environmental & Social Form”, which both private and corporate clients have to fill out in order to be approved to get a loan from “Itau Unibanco Holding”. However, few sectors are restricted from credit granting: extraction of woods from native forests, fishing, slaughterhouses, and manufacturing of firearms.

B10 - “Banco Bradesco” In more detail: https://banco.bradesco

The bank has a separate website dedicated to its sustainability policy, which includes contribution to society's ecological and social needs. “Bradesco” is making its transition to “green”, low-carbon economy. They created an eco-efficiency plan on water, electricity, paper usage, and greenhouse gas emissions reduction. The bank has been participating in “Carbon Disclosure Project” about climate change since 2008. They also launched a number of environmental products to decrease their indirect impact on nature.

Picture 5 - “Banco Bradesco” environmental products Source: “Banco Bradesko” Annual Report 2017

Reviewed companies implement “green brands” strategy in their business agendas, which creates real additional value to their customers. It is more noticeable in food processing and banking industries, even though the latter is not obliged to commit to specific environmental legislations. Harmful industries, however, give back to nature far less, than they take.

Overall, Brazilian companies set very high standards in communicating on CSR. The majority of firms are trying to make a positive impact on the environment, as well as invest in their future through being “green”. Jay Levinson and Shel Horowitz stressed in their study that being eco-friendly is very profitable for a company in a long run. In more detail: J. Levinson, S. Horowitz “Guerrilla marketing goes “green”: winning strategies to improve your profits and your planet”



2.2 Russia

The following table is formed based on “Expert RA” rating of 600 largest Russian companies. Source: https://raexpert.ru/ratings/expert400/2017 27 of these made the “Forbes 2017 Global 2000” list.

Table 9 - Russia

	Company	Annual Report	The year of last published AR	CSR	Industry
1	“Gazprom”	1	2016	1	Oil & Gas
2	“Lukoil”	1	2016	1	Oil & Gas
3	“Rosneft”	1	2016	1	Oil & Gas
4	“Sberbank”	1	2017	1	Banking
5	“RZD”	1	2016	0	Transport & Logistics
6	“Rostec”	1	2016	0	Engineering
7	“Bank VTB”	1	2016	1	Banking
8	“Magnit”	1	2016	1	Retail
9	“X5 Retail Group”	1	2017	1	Retail
10	“Surgutneftegas”	1	2016	1	Oil & Gas
11	“Rosseti”	1	2016	1	Electricity & Power generation
12	“Inter RAO”	1	2016	1	Power generation
13	“Rosatom”	1	2016	1	Conglomerate
14	Transneft	1	2016	1	Oil & Gas
15	“Sistema”	1	2016	1	Telecommunications
16	“Megapolis”	1	2016	1	Retail
17	“Tatneft”	1	2016	1	Oil & Gas
18	“Nornikel”	1	2016	1	Non-ferrous metals
19	“NOVATEC”	1	2016	1	Oil & Gas
20	“Rusal”	1	2016	1	Non-ferrous metals
21	“EVRAZ”	1	2016	1	Iron & Steel
22	“NLMK”	1	2016	1	Iron & Steel
23	“Aeroflot”	1	2016	1	Transportation & Logistics
24	“UAC”	1	2016	1	Engineering
25	“SIBUR Holding”	1	2016	1	Chemical & Petrochemical
26	“Gazprombank”	1	2016	1	Banking
27	“Severstal”	1	2016	1	Iron & Steel
28	“RusHydro”	1	2016	1	Electricity & Power generation
29	“MMK”	1	2016	1	Iron & Steel
30	“UGMK”	1	2016	1	Non-ferrous metals
31	“Vimpelcom”	1	2016	1	Telecommunications
32	“Auñhan”	1	2016	0	Retail
33	“T Plus”	1	2016	1	Electricity & Power generation
34	“ALROSA”	1	2016	1	Precious metals
35	“MegaFon”	1	2016	1	Telecommunications
36	“DIKSI Group”	1	2015	0	Retail
37	“Lenta”	1	2017	1	Retail
38	“Sachalin Energy”	1	2016	1	Oil & Gas
39	“OSK”	1	2016	1	Engineering
40	“Rostelecom”	1	2016	1	Telecommunications
41	“EuroChem”	1	2016	1	Chemical & Petrochemical
42	“Metalloinvest”	1	2016	1	Iron & Steel
43	“Toyota Motor”	1	2016	1	Wholesale
44	“Mechel”	1	2016	1	Iron & Steel
45	«JTI Russia»	1	2016	1	Tobacco
46	“Philip Morris Sails & Marketing”	1	2016	1	Tobacco
47	“Metro Cash & Carry”	0	-	0	Retail
48	“SUEK”	1	2016	1	Mining
49	“RSHB”	1	2016	1	Banking
50	“Alpha-bank”	1	2017	1	Banking

49 companies disclosed their Annual Reports (“Metro Cash & Carry” only published brief financial results on their website). 3 of them published the results of 2017 financial year (FY), 45 - the results of 2016 FY, and one - the results of 2015 FY. 45 companies communicated on CSR. Out of 5 companies without a CSR report, 3 are related to retail, 1 - to transport & logistics, and 1 - to engineering.

Pie chart 2 - Russian companies without a CSR report

54% of Russian firms on the list are working in harmful to the environment industries: oil & gas, chemical & petrochemical, iron & steel, non-ferrous metals, electricity & power generation etc. The rest of them are related to banking, telecommunications, and retail.

R1 Companies are numerated for convenience - “Gazprom” In more detail: www.gazprom.ru/

“Gazprom” releases a separate report on ecological corporate responsibility. The company has five ecological management committees, which develop, review, and implement Ecological Policy, then monitor its compliance. Every project goes through ecological evaluation before being launched in order to prevent negative impact.

Among company's other goals, which they implement in their overall strategy, there are ecological goals:

· Reducing GHG emissions;

· Toxic waste management;

· Decreasing excess water and energy consumption.

“Gazprom” spent 34 billion rubles on rational use of nature resources in 2016.

R2 - “Lukoil” In more detail: www.lukoil.ru/

“Lukoil” participates in the “Carbon Disclosure Project” and publishes data on GHG emissions. It also supports Russia's initiatives on the reduction of air pollution. “Lukoil” rationally uses water and utilizes some of solid waste.

The company tries to be eco-efficient through using own electro generation, implementing converter-fed motors and energy-saving pumps.

“Lukoil” spent 53 billion dollars on nature preservation in 2016.

R3 - “Rosneft” In more detail: https://www.rosneft.ru/

The company publishes a separate report on corporate sustainability. “Rosneft” integrates eco-efficiency into corporate policy. The company applies innovative eco-efficient technologies in its production cycles, reduces natural resources consumption, and manages the risks of making a negative impact on the environment.

R4 - “Surgutneftegas” In more detail: https://www.surgutneftegas.ru/

Company's “Ecology” program realizes a number of actions:

· Increasing the level of ecological safety, preventing and liquidating incidents;

· Air protection;

· Rational usage of land, water resources and its further restoring;

· Safe management of toxic waste;

· Environmental monitoring.

R5 - “Rosseti” In more detail: www.rosseti.ru/

The company considers minimizing negative impact on ecology to be a significant part of its business. Company's Ecological policy includes increasing the number of eco-cars in their motor pool, recycling transformer oil, setting 15 000 bird-protecting devices. “Rosseti” is also planning to construct transmission lines above tree canopy to minimize deforestation.

The company spent 457 million rubles on nature preserving activities in 2016.



R6 - “Inter RAO” In more detail: https://www.interrao.ru/

The company publishes a separate report on ecological responsibility. Among the standard activities on waste management, the reduction of water and energy consumption, “Inter RAO” also combats noise pollution and performs the withdrawing of old ecologically ineffective equipment.

The company spent 2 billion rubles on the environment in 2016.

R7 - “Sberbank” In more detail: https://www.sberbank.ru/

Company's ecological impact management is based on minimizing negative influence on the environment. Their “green office” concept is a representation of “green brands” strategy: LED lamps, motion sensors, eco-efficient office equipment, electronic workflow instead of paper, contactless tap to reduce water consumption. On top of that, “Sberbank” tries to provide eco-efficiency of their buildings.

R8 - “Bank VTB” In more detail: https://www.vtb.ru/

The bank reduces the proportion of old properties and moves their offices to eco-efficient business-centres. Bank's motor pool is being modernized to higher eco-class cars. And the main environmental activities include switching to eco-saving lights, cutting excess water and power consumption.

R9 - “Magnit” In more detail: http://magnit-info.ru

“Magnit” has an Ecological policy, which is integrated in company's business activity. Apart from recycling, the eco-efficiency of resources, and waste management, the company promotes “green” lifestyle among its employees. Workers often participate in projects aimed at nature preservation and receive ecological education from company's management.

R10 - “X5 Retail Group” In more detail: https://www.x5.ru/

“X5 Retail Group” stresses that environmental care is not just a part of their CSR, but an opportunity to improve business practices. In 2017 the company launched a project to reduce the cost of garbage collection and an Energy Consumption Accounting System. Company's transportation division is used to transport plastic, cardboard and other domestic waste for recycling. One of the most significant eco-initiative is switching to new higher eco-class trucks and their regular maintenance in order to increase efficiency and reduce harmful emissions.

Russian companies willingly communicate on their sustainable marketing activities. However, the majority of those are connected with compensating for enormous ecological harm. It may be difficult for the consumers to associate oil & gas or power generation industries with “green” brands; and it is certainly questionable whether such companies' ecological initiatives actually contribute to people's wellbeing or promote eco-friendly life-style.

Nevertheless, firms from non-harming industries, whose environmental sustainability revolves around minimizing potential negative impact, make up some interesting projects and receive customers' approval and loyalty. They create that extra “green” value for people and are associated with ecological concerns.

2.3 India

The following table is formed based on “Forbes 2017 Global 2000” rating of the World's biggest public companies Source: https://www.forbes.com/global2000/ (58 Indian companies made the list).

Table 10 - India

	Company	Annual Report	The year of last published AR	CSR	Industry
1	“Reliance Industries”	1	2016	1	Conglomerate
2	“State Bank of India”	1	2017	1	Banking
3	“Oil & Natural Gas”	1	2017	1	Oil & Gas
4	“HDFC Bank”	1	2017	1	Banking
5	“Indian Oil”	1	2016	1	Oil
6	“Tata Motors”	1	2017	1	Automobile
7	“ICICI Bank”	1	2017	0	Banking
8	“HDFC”	1	2017	1	Conglomerate
9	“Tata Consultancy Services”	1	2017	1	Consulting
10	“NTPC”	1	2017	0	Energy conglomerate
11	“Axis Bank”	1	2017	0	Banking
12	“Larsen & Toubro”	1	2017	1	Conglomerate
13	“Bharti Airtel”	1	2017	1	Telecommunications
14	“Coal India”	1	2017	1	Mining
15	“Bharat Petroleum”	1	2016	1	Oil
16	“Infosys”	1	2017	1	Conglomerate
17	“Kotak Mahindra Bank”	1	2016	0	Banking
18	“Wipro”	1	2017	0	Conglomerate
19	“ITC”	1	2017	0	Conglomerate
20	“Hindustan Petroleum”	1	2016	0	Oil
21	“Power Grid of India”	1	2016	0	Banking
22	“Mahindra & Mahindra”	1	2016	0	Engineering
23	“HCL Technologies”	1	2016	0	IT
24	“Sun Pharma Industries”	1	2017	0	Pharmacological
25	“Tata Steel”	1	2017	1	Iron & Steel
26	“Power Finance”	1	2016	0	Financial
27	“Bank of Baroda”	1	2017	0	Banking
28	“Punjab National Bank”	1	2017	1	Banking
29	“Hindalco Industries”	1	2017	0	Non-ferrous metals
30	“Canara Bank”	1	2016	1	Banking
31	“Rural Electrification”	1	2017	1	Electricity
32	“Yes Bank”	1	2016	0	Banking
33	“Bank of India”	1	2016	1	Banking
34	“IndustInd Bank”	1	2017	1	Banking
35	“GAIL India”	1	2017	1	Gas
36	“JSW Steel”	1	2016	1	Iron & Steel
37	“Union Bank of India”	1	2017	0	Banking
38	“Bajaj Auto”	1	2017	1	Automobile
39	“Adani Ports & Special Economic Zone”	1	2017	1	Conglomerate
40	“IDBI Bank”	1	2017	0	Banking
41	“Rajesh Exports”	1	2016	0	Retail
42	“Hero Motocorp”	1	2017	1	Automobile
43	“Grasim Industries”	1	2017	1	Building
44	“Central Bank of India”	1	2017	1	Banking
45	“Lupin”	1	2017	0	Pharmacological
46	“Syndicate Bank”	1	2017	0	Banking
47	“Asian Paints”	1	2017	0	Chemical
48	“Indian Overseas Bank”	1	2016	0	Banking
49	“Allahabad Bank”	1	2017	0	Banking
50	“UCO Bank”	1	2017	0	Banking

All 50 companies disclosed their Annual Reports. 35 of them published the results of 2017 financial year (FY), 15 - the results of 2016 FY. 26 companies communicated on CSR. Out of 24 companies without a CSR report, 13 are related to banking, 9 - to harmful industries, 1 - to IT, and 1 - to retail.

Pie chart 3 - Indian companies without a CSR report

60% of Indian firms on the list work in non-harmful to the environment industries: banking, IT, retail, and telecommunications. The rest of them are related to oil & gas, mining, chemical industries, and energy conglomerates.

I1 Companies are numerated for convenience - “Reliance Industries” In more detail: www.ril.com/

The company releases a separate report on Sustainability. “Reliance Industries” implements renewable energy options into their work, reduces carbon footprint, and makes a transformation towards eco-efficient production. One of their innovative solutions is using Robotics for high-risk tasks. The company also preserves biodiversity: it plants mangroves in coastal areas and acres of samples across intervention areas each year. Besides that, “Reliance Industries” heavily invests into waste management programs in the community.

Picture 6 - “Reliance Industries” waste management program Source: “Reliance Industries” Annual Report 2016

I2 - “Oil & Natural Gas” In more detail: http://www.ongc.com

The company publishes a separate report on its mission to “greener” future. It applies several initiatives and projects on natural preservation and becoming more eco-efficient. One of the new innovations is switching to wind and solar power, harvesting solar light for day lighting, and waste heat recovery from gas turbines. Moreover, the company organizes annual seminars for employees and general public on “Energy for sustainability” and participates in “Ringal Plantation in Upper Himalayas”, “Mangrove Plantation”, and “Swamp Deer Conservation” projects. This is one of company's eco-efficient buildings:

Picture 7 - “Oil & Natural Gas” eco-efficient HQ Source: “Oil & Natural Gas” Annual Report 2017

I3 - “HDFC” In more detail: https://www.hdfc.com/

The company only partners with real estate developers, who implement innovative eco-friendly technologies, such as “green” buildings, solar and wind power generation, when constructing their houses.

“HDFC” itself reduces the consumption of water, electricity, and power and designs their offices in the most eco-efficient ways. All their buildings have solar panels and LED lighting installed. The company also reuses stationery and paper.

I4 - “Tata Steel” In more detail: www.tatasteel.com/

The company implements innovative process technologies to maintain its leadership in Indian Iron & Steel industry, such as clean coal production from reflux classifier, utilization of BF-slag, usage of non-coking coal, and reduction of water consumption. “Tata Steel” slowly switches to total digitalization. Some of company's key achievements of 2017 are:

Picture 8 - “Tata Steel” key achievements of 2017 Source: “Tata Steel” Annual Report 2017

I5 - “Infosys” In more detail: https://www.infosys.com/

“Infosys” integrates environmental needs into its overall business strategy. The company publishes a separate report on ecological responsibility, as well as performs yearly presentations on switching to eco-efficient economy to the general public. Company's offices are the representation of “green offices”: minimalistic design, LED lightning, motion sensors, solar panels on the roof, and contactless tap.

I6 - “Tata Consultancy Services” In more detail: https://www.tcs.com/

One of company's biggest environmental initiatives is recycling plastic. “TCS” installed bottle-crushing machine s in all campuses. The machine converts plastic into flakes, which are later reused for industrial purposes. Besides the reduction of natural resources consumption, “TCS” has a system of Environmental Management:

Picture 9 - “TCS” Environmental management system Source: “Tata Consultancy Services” Annual Report 2017

I7 - “Tata Motors” In more detail: https://www.tatamotors.com/

“Tata Motors” discloses its environmental activities and ecological programs on the website. On of company's “green brands” is “Jaguar Land Rover”, produced from recycled aluminium. “Tata Motors” installed LED lighting, variable frequency drivers, Waste Heat Recovery System, and infrared sensors and timers in their manufacturing facilities. Company's goal is to operate on 100% renewable power and ensure carbon neutrality by 2020.

I8 - “Coal India” In more detail: https://www.coalindia.in/

The company communicates on environmental sustainability on their website and releases a report on it. “Coal India” practices responsible mining to prevent excess harm to the environment and promote longevity of natural resources. The company maintains ecological balance through reforestation, restoration of water bodies, and waste management. On top of that, “Coal India” reduces the consumption of water and energy in their office facilities.



I9 - “HDFC Bank” In more detail: https://www.hdfcbank.com/

Bank's operations in urban areas are performed completely online: there are no physical office branches. However, rural areas cannot keep up with such innovations. Nevertheless, “HDFC” tries to make its clients' experience the most comfortable, while striving to create a sustainable ecosystem through encouraging recycling, using modern power sources and preserving water and energy.

I10 - “Bharti Airtel” In more detail: https://www.airtel.in/

The company releases a separate business responsibility report and discloses relevant information on company's eco-activities. Protection of the environment is integrated into corporate policy. This principle stresses that the company must respect, protect, and restore ecology. “Bharti Airtel” optimizes its energy consumption, controls its GHG emissions, and switches to modern technologies, such as “green” mobile towers, which consume less power.

Overall, it is obvious that Indian companies are not keen on disclosing information about their environmental activities. Almost 50% of Top-50 firms do not communicate on environmental responsibility. As it has been mentioned in the previous chapter, Indian government is desperately trying to solve county's ecological problems through promoting “green” life-style among the population, encouraging businesses to take environmental actions, and implementing eco-legislations. However, none of the methods are proving to be effective, even though India reaches out for help to foreign countries, which have successfully integrated “green” attitude into their lives.

2.4 China

The following table is formed based on “Forbes 2017 Global 2000” rating of the World's biggest public companies Source: https://www.forbes.com/global2000/ (200 Chinese companies made the list) and “Dagong's 2017 Credit Outlook”. Source: http://en.dagongcredit.com/index.php?m=content&c=index&a=show&catid=20&id=4939

Table 11 - China

	Company	Annual Report	The year of last published AR	CSR	Industry
1	“ICBC”	1	2017	1	Banking
2	“China Construction Bank”	1	2016	1	Banking
3	“Agricultural Bank of China”	1	2015	0	Banking
4	“Bank of China”	1	2017	1	Banking
5	“Ping An Insurance Group”	1	2017	1	Insurance
6	“China Petroleum & Chemical”	1	2017	1	Chemical & Petrochemical
7	“Bank of Communications”	1	2017	1	Banking
8	“China Merchants Bank”	1	2016	0	Banking
9	“China Life Insurance”	1	2016	0	Insurance
10	“Postal Savings Bank of China”	1	2017	1	Banking
11	“Industrial Bank”	1	2016	0	Banking
12	“Shanghai Pudong Development Bank”	1	2016	0	Banking
13	“China State Construction Engineering”	1	2017	1	Construction Engineering
14	“China Minsheng Banking”	1	2017	1	Banking
15	“China Citic Bank”	1	2017	0	Banking
16	“PetroChina”	1	2017	0	Oil
17	“SAIÑ Motor”	1	2016	0	Automobile
18	“China Communications Construction”	1	2016	1	Telecommunications
19	“Alibaba”	1	2017	0	E-commerce
20	“China Telecom”	1	2016	1	Telecommunications
21	“Tencent Holdings”	1	2017	0	IT
22	“China Everbright Bank”	1	2016	0	Banking
23	“China Shenhua Energy”	1	2017	1	Power generation
24	“China Railway Group”	1	2016	0	Transportation & Logistics
25	“China Railway Construction”	1	2016	1	Construction
26	“China Vanke”	1	2016	0	Real Estate
27	“China Pacific Insurance”	1	2016	0	Insurance
28	“People's Insurance Comðany”	1	2016	0	Insurance
29	“ÑRRÑ”	1	2016	1	Engineering
30	“Huaxia Bank”	1	2016	0	Banking
31	“Bank of Beijing”	1	2016	1	Banking
32	“China Huarong Asset Management”	1	2016	0	Financial
33	“Bank of Shanghai”	1	2016	1	Banking
34	“Poly Real Estate”	1	2016	0	Real Estate
35	“Greenland Holding Group”	1	2016	0	Real Estate
36	“China Cinda Asset Management”	1	2016	1	Banking
37	“Midea Group”	1	2017	1	Household appliances
38	“China Evergrande Group”	1	2016	1	Real Estate
39	“Sinohydro Group”	1	2016	1	Engineering & Construction
40	“Gree Electric Appliances”	1	2016	1	Retail
41	“Bank of Jiangsu”	1	2016	0	Banking
42	“New China Life Insurance”	1	2016	1	Insurance
43	“Baidu”	1	2017	0	IT
44	“Citic Securities”	1	2016	0	Banking
45	“Metallurgical Corp of China”	1	2016	1	Iron & Steel
46	“China Yangtze Power”	1	2016	0	Power generation
47	“Huaneng Power International”	1	2016	1	Power generation
48	“Baoshan Iron & Steel”	1	2016	1	Iron & Steel
49	“Fosun International”	1	2016	0	Financial
50	“China Merchants Shekou Industrial Zone Holdings”	1	2016	0	Construction

All 50 companies disclosed their Annual Reports. 15 of them published the results of 2017 financial year (FY), 34 - the results of 2016 FY, and one - the results of 2015 FY. 25 companies communicated on CSR. Out of 25 companies without a CSR report, 11 are related to banking, 5 - to harmful industries, 3 - to insurance, 3 - to real estate, 2 - to IT, 1 - to e-commerce.

Pie chart 4 - Chinese companies without a CSR report

50% of Chinese firms on the list are working in financial industry, 26% - in harmful to the environment industries, 24% - in real estate, telecommunications, IT, and e-commerce.

C1 Companies are numerated for convenience - “ICBC” In more detail: www.icbc.com.cn/ICBC/sy/

“ICBC” releases a separate report corporate social responsibility. The bank carries out “green” finance, which is Chinese government program for saving energy, decreasing emissions, and promoting environmental protection. This initiative made the bank rank ¹1 among Chinese banking institutions on 2017.

“ICBC” chose ecological responsibility as part of its brand and developed three principles of operating in order to comply with it.

C2 - “China Construction Bank” In more detail: www.asia.ccb.com/

The bank supports “green” credit - a philosophy of eco-friendly development in nine areas: clean energy and transportation, energy saving, nature preservation, GHG emissions reduction, recycling, combating climate change, pollution prevention, and implementation of international “green” standards. The point of this philosophy is to only grant credit to people and organizations, which do not break governmental and international environmental legislations.

C3 - “Bank of China” In more detail: www.boc.cn/en/

The bank actively implements “green” finance practices and promotes “green” credit policy in its work. It also lives up to government's requirements on cutting excess consumption of natural resources, reducing GHG emissions, and realizing “green office” concept.

Bank's involvement in the fate of the environment was recognized be the society in 2017. It won several awards:

· “Most socially responsible financial institution”;

· “Most socially responsible bank”;

· “Excellent charity project award of the year”;

· “Excellent finance brand of social responsibility”.

C4 - “Bank of Communications” In more detail: www.bankcomm.com.hk/en/

The bank applies “green” finance and “green” credit principles to its work, improves the eco-efficiency of recourses and advocates sustainable development policy. “Bank of Communications” heavily supports eco-friendly industries financially and regularly donates to several environmental charities.

The bank launched its e-banking services and automated self-service banks (iTMs) in 2017, which helped to reduce CO₂ emissions.

One of bank's initiatives is encouraging its employees to switch to ecological life-style; therefore it builds “green offices” and carries out seminars on natural preservation for workers.

C5 - “Postal Savings Bank of China” In more detail: www.psbc.com/en/

Bank's operations revolve around “green” finance and “green” credit principles.

“Postal Savings Bank of China” stresses that rail transport not only boosts land development, but also decreases air pollution; therefore the bank grants billions of RMB to “Metro Lines”. The bank also supports other companies' initiatives, such as sewage treatment and solar panels installation.

C6 - “China Minsheng Banking” In more detail: http://en.cmbc.com.cn

Bank's number one social responsibility priority is to educate its employees about the importance of promoting a “green” environment. The bank strives to reduce its current negative impact on nature and prevent potential damage. “China Minsheng Banking” implements “green office” practices, such as the installation of LED lighting, smart sensors on AC and heating systems, rainwater harvesting, and paper recycling.

The bank promotes environmental awareness among its customers through encouraging them to move on from paperwork to e-banking services.

C7 - “China State Construction Engineering” In more detail: http://english.cscec.com

As the largest construction conglomerate in the country, the company integrated eco-concepts in its work, which are published on the website.

1. “Green” design: pollution and energy consumption reduction, materials recycling throughout the life cycle of buildings.

2. “Green” procurement: company's suppliers are environmentally evaluated and certified.

3. “Green” construction: low-carbon economy, environmentally educated employees, and eco-friendly technologies.

4. “Green” office: the application of eco-efficient concepts and minimalistic design in their office facilities.

C8 - “Ping An Insurance Group” In more detail: http://www.pingan.cn/en/index.shtml

The company releases a separate CSR report.

“Ping An Insurance Group” is a low-pollution and low-energy consumption company. However, it applies environmental managing technologies to its work. Company's main focus is to create “green office” spaces for its employees, educate them on ecological awareness, and encourage them to become “greener”. “Green” finance principles are also integrated into company's work.

“Ping An Insurance Group” collaborated with the “China Environmental Protection Foundation” to launch “Green Hills and Blue waters” project, which aim was to install water purification equipment in primary schools.

C9 - “China Communications Construction” In more detail: http://en.ccccltd.cn

The company arranged two eco-monitoring institutions and special-assigned staff to promote eco-efficient work and energy saving. “China Communications Construction” reduces the usage of water, soil, and energy; the company strives to preserve vegetation and biodiversity.

The company also carries out research on its environmental activities in order to find ways to prevent negative impact.

C10 - “China Petroleum & Chemical” In more detail: http://www.sinopecgroup.com/group/en/

The company publishes a separate report on ecological corporate responsibility. “China Petroleum & Chemical” integrates eco-efficiency into its overall strategy. The company applies innovative eco-technologies in its production cycles, reduces water, energy, and power consumption.

The company also applies “green office” practices to its facilities and “green” finance to its business activities.

To conclude, half of China's largest companies heavily invest time, money and resources into contributing to the community and the environment. The other half, on the contrary, does not communicate on CSR. The reason for this could be government's strict environmental legislations, whose fulfillment seems to be enough for some organizations.

Reviewed Chinese companies' “green brands” genuinely create the additional eco-value for their consumers. On top of that, they evoke the desire to become “greener” in customers, reflecting a successful implementation of eco-marketing.



Chapter 3. Results

3.1 Statistics review

Several tendencies were discovered over the course of the study.

1. 50 Brazilian, Indian, and Chinese largest companies publish their Annual Reports in a timely manner. 49 Russian largest companies publish their Annual Reports, 1 company releases its brief financial results.

2. 45, 41, 26, and 25 companies from Russia, Brazil, India, and China respectfully communicate on Corporate Social Responsibility (CSR) of GRI 3.1 or GRI 4.0 standard. Russia and Brazil have a high 90% and an 82% rate of disclosure on CSR. India and China have a rather low 52% and a 50% rate of disclosure on CSR.

3. 54% of Russian firms work in harmful to the environment industries, such as oil & gas, chemical & petrochemical, iron & steel, non-ferrous metals, electricity & power generation, mining, and construction. 50% of Brazilian firms work in harmful to the environment industries. 40% of Indian firms work in harmful to the environment industries. 26% of Chinese firms work in harmful to the environment industries.

Diagram 1 - The percentage of firms working in harmful industries

4. 49% of companies, which work in financial sector (banking, investment, insurance) across BRIC countries, do not communicate on CSR.

5. 53% of retailers (retail, e-commerce) across BRIC countries do not communicate on CSR.

The more companies there are in a country working in harmful industries, the higher is country's ecological CSR disclosure ratio. Companies from non-harmful industries communicate on CSR in half of the cases.

3.2. “Green brands” strategy review

The way that a company implements environmental marketing into its business agenda depends on the country, specific legislations, the industry, and the size of the organization.

Based on Russian companies' deep integration into nature-harming industries, firms' eco-actions revolve around compensating for damage caused. Brazilian and Indian companies are concerned about their environmental credentials, as nature in their countries is being destroyed by unsustainable businesses. Therefore they apply the principles of eco-efficiency to both their manufacturing and office work. Chinese companies have to follow tight government ecological legislations, so half of them do not feel like they have to “go the extra mile”. However, the other half tries to find ways to stand out and initiates dozens of programs on natural preservation.

It is crucial to stress out once again that “green” marketing is an evolved version of standard marketing; and “green” branding is a part of sustainable marketing. Therefore, company's usage of the “green brands” strategy is a modern display of competitive advantage on the market, especially when it comes to competing on such large markets, as BRIC countries.

This research study has demonstrated that “green” brands help reviewed companies to show their superiority in the marketplace, receive consumers' loyalty through creating additional eco-value, and, consequently, generate higher success. Otherwise, these companies would not have made it to the tops of international and in-countries ratings.



Conclusion

Summarizing the work that has been undertaken, it is important to note that the goal of the study has been achieved through the accomplishment set tasks, namely:

· The evolutionary process of marketing has been studied;

· The peculiarities of eco-friendly marketing and branding have been studied;

· The differences between BRIC countries attitude towards “green” brands have been identified by the means of PESTEL-analysis;

· Top-50 largest companies in each country have been reviewed on the grounds of Corporate Social Responsibility;

· 10 companies in each country have been reviewed on particular “green” marketing activities;

· The statistics has been described, the tendencies have been identified;

· The differences between BRIC companies' usage of “green brands” marketing strategy have been concluded.

The main hypothesis that large companies communicate on ecological Corporate Social Responsibility, which contributes to their “green” image, was partially confirmed. As it turned out, large companies, which disclose their “green” activities, are primarily involved in nature-harming industries. Although, half of the companies in non-harmful industries across BRIC countries communicate on ecological CSR in order to enhance their eco-friendly image among customers and competitors. The other half does not disclose ecological CSR reports.

In conclusion, it is crucial to state the most valuable points of this study.

Sustainable marketing is an example of marketing that meets the requirements of a modern world. It should be implemented by every company, which strives to become or remain successful in the marketplace. “Green” marketing not only benefits an organization in a long-term perspective, but also serves much greater purpose, which is preserving the environment for the future generations. Time, when business was only about gaining profit by any means, has passed. Nowadays, consumers are willing to invest their loyalty in conscious companies, which provide better quality products and services, while promoting ecological awareness.

“Green” brands stand out among ordinary ones with a unique selling point. Their value proposition revolves around environmental concerns, eco-efficiency, or the usage of natural raw materials and non-harmful production technologies. “Green” brands reach out to customers' emotions on contributing to the fate of nature with their actions.

With regard to empirical research on companies' usage of the “green brands” strategy on the markets of Brazil, Russia, India, and China, it is worth mentioning that, even though companies have somewhat different reasons behind the implementation of eco-marketing practices into their work, they realize the link between sustainable marketing and higher profit.

However, there is an unpleasant trend among companies, which work in harmful to the environment industries across BRIC countries. They only apply “green” marketing as a cover for enormous ecological damage caused.

On the contrary, some companies in the industries, which do not harm nature, still advocate environmental awareness through their brands.

Lastly, one should mention that “green” marketing is a relatively new scientific sphere, therefore it lacks theoretical framework. This research paper can make a contribution towards encouraging future, more in-depth research on the matter.



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