MARKETING TOOLS FOR THE PROMOTION OF ECOLOGICAL BRANDS IN THE PARADIGM OF SUSTAINABLE DEVELOPMENT
Abstract
The article substantiates the main provisions of the concept of ecological marketing in the conditions of sustainable development. It was found that ecological marketing was founded and developed as a result of the evolution of the concept of social and ethical marketing. It was aappointed to understand the concept of ecological marketing and its interrelationship with the paradigm of steel development. It has been examined theoretical ambush for the formation of the concept of ecological marketing. It was substantiated the main differences between the ecological concept of marketing and the socio-ethical concept of marketing. It was grounded marketing tools for promoting ecological brands in the paradigm of sustainable development. As a result of the analysis, attributes of ecological brands that create brand value have been identified. In the context of this approach, brand positioning strategies combined with functional, emotional benefits, benefits of self-expression, environmental and social benefits were proposed. It was aapproved marketing tools and promotion of eco-friendly brands. The Eco-brand attribute model based on the Brand Pyramid approach has been improved. In part of the main difference model of attributes of eco-brands, the following unique characteristics were determined: organicity of eco-brands; the presence of additional characteristics of the product due to its environmental friendliness; ecological friendliness of eco-brands with other brands; orientation towards an ecological lifestyle; a sense of social responsibility and involvement in solving global goals; solving the rational problem of preserving the ecosystem and ensuring the need for a healthy lifestyle; The only "green" concept of eco-brands. Formed and substantiated elements of the brand's value proposition, which are based on functional and emotional benefits, benefits of self-expression, environmental friendliness of the product and relative price.
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