Best Global Brands: How valuable is green?

brandchannel.com : "Of the 100 Best Global Brands ranked by BusinessWeek and Interbrand, Toyota at Number 6 has among the most highly visible, seemingly committed approach to environmental issues. But does any of this impact brand value?"



Can big business go green when skeptical consumers have become extremely cynical? In the end, it sounds like it will be part conscience, part brand value, and part bottom line.