Berger, Martin RudolfMartin RudolfBerger2023-04-132023-04-132022-09-19https://www.alexandria.unisg.ch/handle/20.500.14171/108231Climate change represents one of the most formidable challenges of our time. This challenge is lively discussed in politics and increasingly influences corporate strategies, and most importantly, slowly changes consumer demand and sentiment. An area particularly affected by these changes is the meat industry. Environmentalists and many scientists heavily criticize meat products and their over-consumption in western societies. Meat alternatives or alternative proteins represent an often discussed approach towards solving this issue, replacing traditional meat products with plant-based variants, tasting and looking just like the original. Apart from startups, many incumbent meat processing companies have also entered this market. Contrasting extant branding literature and the common opinion of most branding practitioners, some meat companies even use their established brands on these products. The present thesis uses a three-stage case study process to explain why some meat processing companies follow this strategy while others do not and further investigates how both product categories can be managed and communicated under a single brand. This paper offers valuable insights for managers, particularly of strong heritage brands, encouraging them to use their well-established brands on green brand extensions, even if they are active in environmentally-challenging industries. Furthermore, this thesis also underlines the need for more and, most importantly, updated research on green brand extensions and sustainable branding in general.enNachhaltigkeitMarkenpolitikFleischverarbeitungFleischersatzEDIS-5209brandingalternative proteinsFleischbrancheSustainabilitymeat industryAlternative ProteineBrandingdoctoral thesis