When it comes to marketing strategies of green brands, company officials want to understand the effects of being green has on their company and customers alike. Being a green brand alone differentiates a brand from the outset and opens new market opportunities. The Body Shop is an example of a competitive green brand that succeeds through understanding and providing the consumer demand for eco-friendly products and their sound environmental performance (Baker, 2003). Green brands have also been profitable in niche markets where they can charge exclusive prices because conscious consumers are prepared to pay.