«GREEN» BRANDING IN THE CONTEXT OF A SOCIALLY RESPONSIBLE COMPANY’S IMAGE

The article is devoted to the systematization of the «green» brand elements and the justification of their influence on the formation of a responsible company's image. The authors emphasize the need for a comprehensive approach to environmental branding. «Green» brand is considered as a set of such elements as eco-advantages for a consumer, eco-identity, ecovisualization, socially responsible concept of brand promotion. The components are interconnected and aimed at forming a responsible image of the company. The article reveals the advantages of the «green» brand and defines its basic values, which are the basis of the brand's philosophy, formulates requirements for the «green» mission and brand legend, reveals the peculiarities of the influence of the «green» identity (its elements such as corporate style, name, emblem, slogan, packaging). The authors prove that a «green» brand strengthens its equity thanks to a promotion concept specially developed for its philosophy. Among the means of promotion, they highlight incentives for conscious consumption, non-commercial advertising, use of «eco-friendly» media for advertising information, digitization of marketing, «green» PR. The article focuses attention on corporate social responsibility and defines its role in the system of promotion of the «green» brand. A special role is given to the impact of social responsibility of business, which is revealed through the implementation of the concept of a «green» office, economic responsibility (for fulfilling the company's commitment to customers, partners, society, the state), business ethics, and philanthropy. The promising directions for further research are the management of conflicts of interest in green branding, the introduction of reporting standards regarding the environmental sustainability of brands into the management practice of companies, and the disclosure of the influence of «green» brands on the formation of the image of «green» territories.