In doing so, companies face far-reaching decisions in the areas of brand positioning (1), sustainability brand name selection (2), and sustainability brand development (3), in order to create and build sustainability brands that consumers associate with social and environmental added value. Environmental marketing claims on products and packages need to be made (and read) with caution. Ambiguous greenwashing titles such as green product, green packaging and environmentally friendly can be confusing without specific definition. Some regulators, such as the US Federal Trade Commission, are providing guidance Sustainability brands vs. Sustainable Brands Since the adjective “sustainable” might convey the notion of brands that have long-lasting success, implicating durable competitive advantage without any particular reference to a sustainability agenda, the term “sustainability brand” should be used to prevent ambiguity. Albeit subtle difference, the latter explicitly emphasizes the notion of brands which have built their brand image upon sustainable business practices that consumers value. Sustainability brands are commonly referred to in the field of sustainability marketing. Sustainability brand positioning and the 8 C's Sustainability Brand Positioning and positioning in general is part of the brand identity and value proposition that is to be actively communicated to the target audience and can be described as an iterative process, consisting of deliberate and proactive actions aimed at the definition of distinct consumer perceptions. Sustainable brand positioning is the brand positioning of Sustainable products and services. Sustainable products and services should offer an improved social and ecological performance during the whole product lifecycle and at the same time they have to satisfy consumer needs and wants. Many of the first generation sustainability brands failed in the market because companies overemphasized the positive socio-ecological product attributes, while they neglected to focus on other product attributes such as performance, functionality or design, too. As a result, many products could not compete against conventional products. To build up and position strong sustainability brands, there are some guidelines to follow. Marc Stoiber summed them up in The five Cs of Sustainability Branding: Consumer Facing, Competitive, Core, Conversational and credible. Perrine Bouhana added to that concept “a sixth C”: Consistency. Martin Belz complemented and revised this concept to “8 C’s” of sustainability branding and describes them as: Core Sustainability should be tied up to the key problems and the core business through assessing the socio-ecological impacts of products along the entire life-cycle of the products and finding out the socio-ecological “hot-spots”