The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.

Marketing communication for green brands and products should not be seen exclusively as a means to attract and impress consumers with the most beautiful and spectacular green messages. All messages communicated to the public must have a solid foundation, which most of the time can be represented by the attributes of the green product or by its benefits for the environment, community and for the current and future generations of consumers. In this regard, marketing communication, as part of the green marketing strategy, faces several challenges. On the one hand, green communication has the role of educating and informing the public about the specific benefits of green products in order to determine the public to adopt a pro-ecological behavior. On the other hand, the communication approaches must respond to the exigencies of the green field, in order to avoid the social and ecological criticisms, as well as the categorizing of the organization’s actions as part of the greenwashing phenomenon. Therefore, the purpose of this theoretical paper is to identify the typology of green marketing communication strategies. The paper is based on secondary data sources, namely the literature on green marketing communication, focusing on specific communication strategies. This study reviews and synthesizes 39 relevant articles related to the researched subject, which have been identified in academic databases. In literature have been identified five defining criteria for communication strategies, along with specific strategic alternatives. We note the need to continue the research in this field, in order to develop other strategic alternatives that respond to the specific problems of this market and that offer the opportunity for green brands to position themselves effectively.

The intensification of consumers' concerns for personal health protection has conducted, among other things, to a change in purchasing behavior toward organic food. However, emerging markets are still characterized by low levels of organic food consumption. Therefore, companies present on this market are trying to find new ways to boost the consumption of organic food, along with placing their brands in the most favorable positions in the minds of consumers. This study aims to identify the positioning bases that companies want to highlight in order to outline the desired position of their brand. To achieve this goal, a qualitative research was conducted among producers/processors, distributors/importers, and retailers having organic food brands in their portfolio. The results of the research showed the focus of the companies on highlighting the attributes related to the product characteristics and the personal green benefits, at the expense of environmental, emotional, and symbolic benefits. Positioning bases related to consumption occasions, brand values, and association with fictional characters or celebrities play a secondary role in supporting the brand position. The research contributes to the classification and conceptualization of specific positioning bases for organic food brands, providing an overview of this topic at the supply chain level.

The purpose of this paper is to provide a perspective on the positioning bases of the green brands present on the organic food market. The research method is the content analysis of secondary data sources. The study was based on the analysis of the informational content available on the corporate websites of green brands in the portfolio of processing companies present on the Romanian market. This study identified 18 positioning bases for the investigated green brands. The positioning bases belong mainly to the category of attributes, these being in particular specific characteristics of organic food. The study notes the existence of specific positioning bases for organic food brands. The results can help practitioners to communicate brand positioning in the online environment by developing appropriate strategies.