Sustainable brand concept in the context of sustainability and brand relationship: A qualitative study on pınar brand sustainability studies

Sustainability has become a groundbreaking approach in recent years, focusing on human needs as well as on social and ecological concerns. Marketing discipline, which continues its development by interacting with many concepts, has become an integral whole with the concept of sustainability and it has become inevitable for enterprises to create sustainable brands. The case questioned in this thesis is the relationship between sustainability and brand. This thesis is important to be informed about why and how sustainable brand is emerged, to see the social and ecological effects of it and to learn how it is handled by the most popular brands of Turkey and the World. In the direction of the research purpose, the sustainability efforts of "Pınar" brand in the process of being a sustainable brand have been explained by using qualitative research methods such as observation, document analysis and open-ended interview technique. The main purpose of the study is to reveal the sustainable approach and activities carried out one of the leading sustainable brand "Pınar" and to draw conclusions for other brands and to develop various solutions.