GREEN IMAGE FORMATION: INTERNATIONAL ECOLOGICAL BRANDING EXPERIENCE AND STRATEGIC DIRECTIONS FOR UZBEKISTAN

In the context of global climate change, environmental degradation, and increasing consumer awareness, ecological branding has become a key strategic instrument for shaping a country's international image. A strong “green” image enhances national competitiveness, attracts sustainable investments, and stimulates eco-friendly tourism and business practices. This article examines international experiences in ecological branding and analyzes strategic directions for forming a green image in Uzbekistan. Using comparative analysis, policy review, and synthesis of international best practices, the study identifies key mechanisms and institutional approaches that can be adapted to Uzbekistan’s socio-economic and environmental conditions. The findings suggest that integrating green branding into national development strategies, strengthening environmental governance, and promoting eco-innovation are essential for sustainable image formation.