STRENGTHENING INTERNATIONAL BRAND REPUTATION THROUGH ESG-FOCUSED NARRATIVES

This article examines the impact of ESG narratives as a strategic communication tool on the reputational resilience of international brands in a dynamic information environment. The growing emphasis on companies’ environmental, social, and governance (ESG) responsibilities necessitates rethinking ESG communication as a key driver of intangible capital and stakeholder trust. The study aims to empirically assess the relationship between the strength of ESG narratives and indicators of reputational resilience during external crises. The analysis focuses on publicly traded companies with varying levels of ESG positioning that experienced reputational pressure between 2020 and 2023 due to global social, environmental, or political events. The central hypothesis is that companies with clearly articulated ESG narratives demonstrate higher reputational resilience, reflected in more favorable media dynamics, sustained investor trust, and lower volatility in market capitalization. The methodology is based on a mixedmethods approach, including content analysis of corporate ESG reports and public communications, correlation analysis of reputation indices (RepTrak, Trust Barometer), stock market capitalization indicators, and assessments of investment attractiveness. The findings confirm a statistically significant relationship between well-structured ESG communication and reputational stability during crisis periods. ESG narratives emerge as components of brand image strategy and tools for mitigating reputational risks and fostering long-term brand trust.