THE STRATEGIC ROLE OF ENERGY MANAGEMENT IN INTERNATIONAL CORPORATE BRAND CAPITAL DURING THE CONSTRUCTION AND RENOVATION PHASES
DOI:
https://doi.org/10.37332/Keywords:
energy management, brand equity, corporate social responsibility, ESG Strategy, energy efficiency, green building, building renovation, environmental certification (LEED, BREEAM), sustainable development, international corporate brand, decarbonization, building life cycle, investment attractiveness, BEMS (Building Energy Management Systems)Abstract
Zvarych I.Ya., Hladkyi Ya.M. THE STRATEGIC ROLE OF ENERGY MANAGEMENT IN INTERNATIONAL CORPORATE BRAND CAPITAL DURING THE CONSTRUCTION AND RENOVATION PHASES
Purpose. The aim of the article is to research how energy management has evolved from an engineering challenge into a sophisticated tool for shaping brand values and communicating corporate values.
Methodology of research. The methodological framework is based on a systematic approach, as well as methods of analysis and synthesis, comparative analysis, structural-functional analysis, and institutional analysis. The study employs a comprehensive analytical framework to examine the strategic role of energy management during construction and renovation. The provisions of the sustainable development concept and modern approaches to brand equity management were utilized. The information base consisted of international analytical reports, statistical data, research findings in the field of energy efficiency, as well as regulatory and legal documents in the field of climate policy.
Findings. The strategic role of energy management in the formation of international corporate brand capital at the stages of construction and renovation in the conditions of the global transition to a low-carbon economy is investigated. It is substantiated that modern energy management is transforming from an auxiliary operational function into a key tool for ensuring competitiveness, increasing investment attractiveness, and forming a positive corporate image in international markets. It is determined that energy management during the construction and reconstruction phases is a crucial factor in building corporate brand equity, as it ensures the integration of environmental, economic, and social aspects of enterprise development. It has been demonstrated that the implementation of certified energy management systems reduces information asymmetry between companies and investors, increases operational transparency, and strengthens market positions. It is substantiated that effective energy management ensures a higher level of energy efficiency compared to individual technological solutions and serves as a key driver of innovative development in the construction sector.
Originality. Theoretical and methodological approaches have further developed energy management as a strategic factor in the formation of international corporate brand equity. The concept of “brand energy” is proposed, which involves integrating energy efficiency into the brand management system to ensure sustainable development and long-term competitiveness. It is demonstrated that the implementation of energy management systems, particularly in accordance with international standards, contributes to reducing energy intensity, optimizing resource use, and minimizing companies’ carbon footprints. It is shown that energy management serves as an effective signaling mechanism for investors and consumers regarding a company’s level of managerial maturity, environmental responsibility, and ability to adapt to long-term climate challenges. It has been established that the integration of energy-efficient technologies into construction and renovation processes ensures the formation of long-term competitive advantages, strengthens stakeholder trust, and enhances brand value.
Practical value. The practical recommendations can be used in the development of energy efficiency policies, investment strategies, and mechanisms for enhancing the competitiveness of enterprises in the global economic environment.
Key words: energy management, brand equity, corporate social responsibility, ESG Strategy, energy efficiency, green building, building renovation, environmental certification (LEED, BREEAM), sustainable development, international corporate brand, decarbonization, building life cycle, investment attractiveness, BEMS (Building Energy Management Systems).
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