further developed into different directions. According to Belz and Peattie four main options for development are possible: Line extension occurs when a company adds new products of the same product category under the same sustainability brand name. Sustainability brand extension occurs when a company introduces products of a different product category but under the same sustainability brand name. Multi-sustainability brands occur when a company manages two or more different sustainability brands but in the same product category. New sustainability brands occur when a company creates an entire new brand name when they access a new product category. For example MUD Jeans. To create a sustainability brand it is furthermore important to adopt the right channels for marketing according to Lauterborns five Cs. Advertising in this case can help to create awareness of the brand and thus form the new brand experience. Furthermore, it is obligatory for Sustainability brands to obtain one ore more ecolabels, leading to a higher influence on consumer behaviour and the perception of the brand. Sustainable brands vs. false advertising With promises of sustainable and ethical practices in the fashion industry on a rise, businesses attempt to market according to these requests. An issue that is accompanied by this is that of companies greenwashing their values to bring in more consumers who believe they are supporting a good cause. Companies like H&M and Zara have been called out by the Norwegian Consumer Council for failing to provide genuine information on why their brands are eco-friendly, thus leading to false marketing claims. Due to differing perspectives and interpretations of what it means to be sustainable, it can be troublesome to regulate honest sustainable practices. See also Ecological economics Ecologically sustainable development Environmentally friendly Sustainable packaging References Further reading Belz F., Peattie K.(2009): Sustainability Marketing: A Global Perspective. John Wiley & Sons. Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, The Free Press, New York, NY H. Meffert, C. Rauch & H.L. Lepp. 2010. Sustainable Branding — mehr als ein neues Schlagwort?! Marketing Review St. Gallen 27 (5) Pages 28–35 Patrick Hartmann, Vanessa Apaolaza Ibáñez, F. Javier Forcada Sainz, (2005) "Green branding effects on attitude: functional versus emotional positioning strategies", Marketing Intelligence & Planning, Vol. 23 Iss: 1, pp. 9 – 29 Brand Brand management