IMPROVING THE STRATEGY FOR DEVELOPING ECOLOGICAL BRANDING IN UZBEKISTAN BASED ON INTERNATIONAL EXPERIENCE
DOI:
https://doi.org/10.55640/Keywords:
ecological branding, sustainable development, green economy, international experience, Uzbekistan, environmental image.Abstract
In recent years, ecological branding has become an essential strategic tool for countries seeking sustainable economic growth, environmental protection, and a positive international image. For Uzbekistan, which possesses rich natural resources and significant tourism potential, the formation of a strong ecological brand is particularly important in the context of global environmental challenges and increasing competition in the international tourism and investment markets. This article analyzes international experience in ecological branding and proposes strategic directions for improving the development of ecological branding in Uzbekistan. Using qualitative analysis, comparative methods, and a review of best international practices, the study identifies key success factors, including policy integration, stakeholder engagement, green innovation, and effective communication. The findings suggest that adapting international ecological branding models to national conditions can enhance Uzbekistan’s environmental image, promote sustainable tourism, and support long-term socio-economic development.
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