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Integration of corporate brand into the strategy of sustainable development of the enterprise

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This article analyzes the theoretical and practical aspects of integrating a corporate brand into a sustainable development strategy for a modern enterprise. The authors consider key brand functions in the context of sustainability, such as reputation building, increasing trust and loyalty, differentiation in the market, maintaining a corporate culture and effective communication based on sustainable values. Particular attention is paid to modern aspects of implementing the ESG concept, which becomes the basis for forming new business models focused on long-term development, where sustainability is perceived not only as a set of corporate practices, but also as a strategic tool that helps strengthen the reputation and competitive position of the company. Examples from the business practices of leading companies in the Russian and international markets demonstrate the successful integration of ESG principles into their corporate strategies. Based on the analysis, the authors conclude that it is necessary to ensure strategic synergy between branding and sustainable development processes, which will serve as the foundation for the long-term competitiveness of enterprises, contributing to the improvement of their financial results and the formation of sustainable partnerships with various stakeholders. The aim of the study is to substantiate the advantages of effective integration of a corporate brand into a company's sustainable development strategy in modern conditions based on the analysis of scientific approaches to ensuring sustainable development and the study of the relevant practical experience of current market participants. Objectives: 1) to analyze (as part of a theoretical review), the views of modern Russian and foreign scientists on the problem of the relationship between sustainable development and the value of a corporate brand; 2) to consider the applied aspects of integrating a corporate brand into a sustainable development strategy based on a study of real cases of domestic and foreign companies; 3) to highlight the advantages of integrating a corporate brand into a company's strategy in the context of sustainable development; 4) to form recommendations for the management of modern domestic companies based on the identified advantages. Research methods: data analysis, generalization, logical analysis and case study.

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