This solution guide presents proposals for the Department of Environmental Affairs (DEA) of Company X to improve environmental practices at the company, by involving the departments at the head office in the Environmental Management System (EMS) and by marketing its environmental considerations to consumers to protect its brand image.Compared to its competitors, Company X, the leading soft drink company in Japan, is suffering from a lower valuation of its environmental practices by consumers. This is because Company X does not involve the whole supply-chain in its practices and does not market the achievements of its practices to consumers. Brand image for consumers is very critical for success for businesses like Company X in the soft drink industry, as there is little flexibility for differentiation in terms of technology, cost, and quality. In Company X, an EMS was only applied to the company’s production site. The DEA of Company X attempted to improve this situation by introducing an EMS to the head office departments responsible for product development, marketing, and sales planning. The hope was that application of the EMS would drive those departments to support environmental branding by turning their operations into more environmentally friendly ones. However, the DEA failed in this attempt, due to the opposition of those departments, especially the marketing and sales departments.This failure forced the DEA to seek solutions to persuade the opposing departments to engage in an EMS and environmental branding. The project team, consisting of three DEA staff and myself, recommended that the DEA create a new environmental educational program and a performance evaluation scheme for applying the EMS to the departments at the head office. Through these, the Company could introduce a new EMS that would cover the whole supply-chain and a cross-functional team (CFT) that would facilitate environmental branding through collaboration by the marketing and public relations departments with the bottlers, who have direct access to consumers. The solutions the team recommends are based on analyses of the EMS, consumers, competitors, and the company. These solutions provide the DEA with feasible measures and guidance to resolve current issues, involving environmental practices at Company X and to move to protect and improve its brand image.As a complementary guide to explain the present issues and future challenges facing Company X in more detail, Chapter 8 has been added at the end of this document. This will help the reader to understand the content, as this document is written based on the facts available in 2004.