Green marketing is considered as a foundation for modern day businesses. Now a days, businesses aim to associate their marketing efforts with growing environmental knowledge and concerns. From energy-saving technologies to using environment friendly packaging, green marketing is essential for brand building and trust building. This chapter is an attempt to underline the role of green marketing in positioning brands as sustainable options for consumers. The chapter highlights the scope and relevance of green branding in today’s business environment, and the various challenges associated with it. By emphasizing the issues associated with green branding, the chapter tends to provide a direction to the marketers. The chapter has elaboratively discussed the emerging branding practices to decipher their role in positioning green brands. The chapter provides vital implications to the marketers and policymakers in devising a suitable strategy for environment conscious consumers.