ESG-POSITIONING AS A SUSTAINABLE APPROACH TO INCREASING BRAND AWARENESS

Nowadays, ESG-positioning has become a key direction in the business environment, considering the risks and opportunities that affect the long-term value of an organization's brand. The positioning approach presented includes aspects of the ESG-concept related to environmental protection (climate change, depletion of natural resources, renewable energy opportunities, etc.), social business issues (such as working conditions, product quality, access to healthcare, and others) and company management (business ethics, top management remuneration, etc.). The modern ESG-concept is based on the sustainable development goals, but does not necessarily imply that the organization is actively working on each of them. The concepts of «environment», «social sphere» and «governance» cover a number of factors that together form an idea of the organization's performance in relation to financial sustainability, social equity and corporate justice.
The concept of sustainable development is important not only for organizations, but also for consumers. Thus, a well-formed brand with a clear positioning has a comprehensive impact on the target audience, including through the principles, values and positive corporate actions of the organization, which customers integrate into their consumer behavior, which has a positive impact on the formation of loyalty.
The article presents a marketing approach to positioning an organization based on ESG aspects. The result is the direction of marketing activities for the development of a marketing communications strategy and the formation of an ESG positioning as a basis for promoting the existing environmental, social and governance characteristics of an organization's strategy among its consumers, partners, investors, and other interested contact groups in accordance with the corporate purpose and mission.

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