Теоретичні та прикладні
питання економіки. Збірник наукових праць. Випуск 1/2 (40/41)
JEL: O340
DOI https://doi.org/10.17721/tppe.2020.40.7
Lozova G.M. PhD in Economics,
Associate Professor,
Taras Shevchenko National
University of Kyiv
Paliienko T.P., student, 2 year,
Taras Shevchenko National
University of Kyiv
SUSTAINABLE
DEVELOPMENT'S PRINCIPLES AND GOALS
IN DEVELOPING A BRAND STRATEGY
Abstract. Abstract.
The article deals with the development of brands from the perspective of the
sustainable development concept , which is aimed at
solving environmental problems and improving the economic well-being of the
population. In 2015, Ukraine acceded to United Nations General Assembly
Resolution № 70/1 of 25 September 2015 and undertook the relevant commitments.
But the results of the 2019 study, presented in the National Report
"Sustainable Development Goals: Ukraine", showed that the population
of Ukraine, in particular business, do not fully understand and realize all the
benefits and opportunities offered by this program. The paper analyzes the
possibility of integrating sustainable development goals into the management
strategy of individualization tools. The purpose of the article is to
substantiate the use of individualization tools as a tool to ensure the
transition to rational models of production and consumption, development of
management strategy for individualization tools in accordance with sustainable
development goals, analysis of successful cases of foreign and domestic
enterprises. Scientific research is organized on the basis of dialectical,
system-structural, analytical, axonometric, comparative methods, as well as the
method of formal-logical synthesis. Legal documents defining the goals of
sustainable development are considered. The ranking of countries according to
the Sustainable Development Goals (SDG) index is given. In 2019, Denmark was
ranked first in the ranking (85.2 points), 41st place is occupied by Ukraine
(72.8 points). World leading companies are actively implementing sustainable
development goals in their business activities and developing appropriate
innovative products and brand promotion strategies. The paper presents the dynamics
of submitted applications and registered trademarks in Ukraine and the world.
The experience of international and domestic companies in implementing and
adhering to the principles and goals of sustainable development in the
formation of brand strategy is analyzed.
Keywords:
sustainable development concept, sustainable development goals, trademarks,
sustainable brand, environmental development.
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