Brand value between green and digital: focus on the B2B market

This thesis investigates how brand value is shaped by environmental sustainability and digital transformation in business-to-business (B2B) contexts. The study starts with a theoretical review of brand equity and its evolution, particularly focusing on the growing importance of green and digital attributes; then, it explores how sustainability-related factors, such as authenticity, transparency and innovation are integrated into B2B branding strategies, and how they contribute to long-term value creation. A key part of the research is dedicated to examining the role of digital communication, showing how data and online tools influence brand perception and shape the alignment between environmental performance and public messaging. Moreover, the thesis highlights how the intersection between sustainability and digitalization is redefining the logic of value creation in B2B markets, and it aims to provide both theoretical understanding and practical reflections useful for brand managers and companies who are navigating the transition toward greener and more transparent brand ecosystems. To support and illustrate these theoretical insights, the research includes selected examples and real-world case studies of companies that have successfully integrated sustainability into their branding: these practical illustrations, in fact, help connect abstract concepts with concrete applications, showing how firms can turn sustainability into a strategic brand asset that gives them a great competitive advantage.