E-book about brands: FSC is among the global top three

In their latest publication "Global Third-party Certification and Labelling", a handbook for the strategic use of labels, Jakob Zeuthen and Lars Ludvigsen present a tool that makes it easy to assess and compare labelling schemes. The tool is called the Butterfly model and is used in the book to analyse 18 global brands impartially based on the criteria of credibility and market value. FSC ranks second only to the Fairtrade label. MSC takes third place. The book focusses in particular on how companies can use the independent and third-party certified brands to create credible marketing of their products and services.