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The principles of sustainability are becoming to be a part of responsible behavior of the company in business activities and at the same time, it presents the opportunity how to raise competitiveness. The article presents summary of expert opinions on the green brand issue. In addition, the aim of this paper is to declare why "going green" and "eco friendly" is necessary, explain principles of brand marketing to suggest how to market and promote a brand with green values. Furthermore, it enriches this knowledge by results of own research, in which marketers as well as customers were surveyed about future of green brands.

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