ESG AS AN ELEMENT OF FORMULATING THE STRATEGY OF CORPORATE BRAND

With growing attention to sustainable development and corporate social responsibility, ESG (environmental, social and corporate governance) is evolving from a simple set of principles into a powerful tool for building a corporate brand and increasing the investment attractiveness of an organization. This article explores the relationship between ESG factors and consumer brand perception, analyzing the impact of ESG initiatives on trust, loyalty and, ultimately, brand value. The article examines the theoretical foundations of ESG branding, as well as empirical data confirming the positive impact of ESG factors on a company's reputation and its financial performance. Particular attention is paid to the analysis of the role of digitalization in strengthening ESG communications and forming a DESG (digital environment, social sphere and governance) approach, as well as the potential risks of "one-sided" ESG branding. In addition, the influence of ESG ratings and reporting on investment decisions, as well as the importance of effective ESG communications and stakeholder engagement are examined. The study is based on an analysis of scientific publications on ESG topics and demonstrates how companies can use ESG principles to create a strong and sustainable brand that attracts both investors and consumers. The conclusion provides recommendations on how to effectively integrate ESG factors into a branding strategy and increase investment attractiveness.

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