Sustainable Development's Principles and Goals in Developing a Brand Strategy

Abstract

The article deals with the development of brands from the perspective of the sustainable development concept , which is aimed at solving environmental problems and improving the economic well-being of the population. In 2015, Ukraine acceded to United Nations General Assembly Resolution № 70/1 of 25 September 2015 and undertook the relevant commitments. But the results of the 2019 study, presented in the National Report "Sustainable Development Goals: Ukraine", showed that the population of Ukraine, in particular business, do not fully understand and realize all the benefits and opportunities offered by this program. The paper analyzes the possibility of integrating sustainable development goals into the management strategy of individualization tools. The purpose of the article is to substantiate the use of individualization tools as a tool to ensure the transition to rational models of production and consumption, development of management strategy for individualization tools in accordance with sustainable development goals, analysis of successful cases of foreign and domestic enterprises. Scientific research is organized on the basis of dialectical, system-structural, analytical, axonometric, comparative methods, as well as the method of formal-logical synthesis. Legal documents defining the goals of sustainable development are considered. The ranking of countries according to the Sustainable Development Goals (SDG) index is given. In 2019, Denmark was ranked first in the ranking (85.2 points), 41st place is occupied by Ukraine (72.8 points). World leading companies are actively implementing sustainable development goals in their business activities and developing appropriate innovative products and brand promotion strategies. The paper presents the dynamics of submitted applications and registered trademarks in Ukraine and the world. The experience of international and domestic companies in implementing and adhering to the principles and goals of sustainable development in the formation of brand strategy is analyzed.