THE ESSENCE AND TOOLS FOR FORMING AN ENVIRONMENTAL BRAND FOR ENTERPRISES

Abstract

This article examines the transformation of the brand’s role in business, determining that it has evolved from a simple identifier into a strategic tool for building consumer trust, emotional connection, and sustainable competitive advantages. Through a comparative analysis of approaches from international and domestic scholars, the study defines the essence of the concepts of brand, corporate brand, and eco-brand.
The results indicate that a company’s brand should be an integrated system that accumulates strength at three synergistic levels: corporate, product, and leader. The corporate brand embodies values and ESG goals to build trust. Product brands rely on emotional value and eco-friendliness to enhance reputation, while the leader brand personifies authenticity. This systemic connection forms a “promise-proof-trust” value chain, with environmental communications acting as the key integrator. The study establishes that an eco-brand systematically integrates sustainable development principles, turning environmental constraints into strategic advantages such as increased consumer trust, production efficiency, and new market opportunities. The loss of any single brand element negates the overall synergistic effect.
The article concludes by emphasizing the need to monitor the balance between profitability and sustainability. This requires constantly evaluating investments in eco-innovations against the company’s pricing policy to ensure brand strength is maintained through effective eco-communications.