Background: Research provides insights on the concept of sustainability in the field of supply chain management, by comparing the theoretical concept of SSCM and the practical understanding or focus of brand owners while representing sustainability. Research describes the value and significance of all three elements of sustainability to prevent brand reputational damage. By investigating and identifying effective ways to manage and improve supplier’s sustainability, the study contributes to the supply chain management field. Research aim: The research aims to highlight the concept of sustainability in supply chain management by consideration and integration all three elements of sustainability. More precisely, the study aims to display the importance of sustainability with supply chain partners for brand owners. Also identifying the effective ways that could support brand owners to manage and improve their supplier's sustainability. Methodology: A qualitative approach was followed, with semi-structured interviews that were conducted with five managers across four companies in Scandinavia. Findings: The research identified that product-based brands can improve their sustainability standards with suppliers by monitoring, motivating, and influencing them. Although it is not a simple process and comes with challenges such as certain factors like company size, the location of the suppliers and the relationship with suppliers.