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SAP Among Best Global Green Brands, But Could Do Better

Branding consultancy Interbrand has issued its list of Best Global Green Brands for 2011. SAP AG came in at number 37, behind IBM and Microsoft. Also behind HP, Dell, CISCO and Apple. But ahead of Oracle, which didn’t make the top 50.

This is the first time Interbrand has assessed the green dimension of the brands in its Best Global Brands list. “The Best Global Green Brands ranking be based on the same publicly available data used for the Best Global Brands report,” it says. The 2011 Best Global Brands report is not out yet, but the 2010 report is available here

The report “combines public perception of  environmental sustainability (‘green’) performance with demonstration of  that performance based on publicly available information and data.” More details on the 2011 Best Global Green Brands report, including its methodology, are found here.

Interbrand found that for some companies their public perception of “Green” is above their actual sustainability performance, and for others performance outstrips perception. “For example, L’Oréal, Nokia, HSBC all scored significantly higher in  performance than perception, suggesting that while they are all doing  great things internally in terms of environmental sustainability, they  are still not yet communicating their efforts to consumers as clearly as  they could.” “McDonald’s, GE, and Coca-Cola, on the other hand, all scored significantly higher in perception than performance.”

For SAP, Interbrand found not much difference between its green performance and the perception of its greenness.

As companies compete to become more sustainable they will need more green data management tools, such as those from SAP and its competitors, to achieve savings and make improvements. And then they will have to transparently report on those achievements if they want to score high on this list next year.

Here is Interbrand’s press release on the new list.

This TriplePundit item discusses sustainability reporting in general.

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