THE ROLE OF ECO-INITIATIVES FOR BRAND REPUTATION AND VALUE

Abstract

The article reveals the ecological initiatives of the companies nowadays. These initiatives are described as a part of eco-branding strategy. In this article such terms as eco-branding, eco-consumption and eco-reputation are going to be considered as a way to bring additional value to the brands and make them more competitive in the market. The authors consider the ecological responsibility is a way to gain competitive advantage in the market, to attract new customers and to provide a special brand value. The article touches on the process of building the ecological reputation by companies for brands not only considering the point of view of ecological problems, but also based on the consumers’ attitude towards ecological issues and eco-friendly companies nowadays. The article reveals what role environmental initiatives and goals play in brand positioning how environmental reputation is developed.