DEVELOPING A STRATEGY FOR PROMOTING INNOVATIVE SERVICES TO THE MARKET BASED ON THE REGIONAL GREEN BRAND (THE CASE OF BUKHARA REGION)
Keywords:
green brand, place branding, innovative services, promotion strategy, green marketing, sustainable tourism, diffusion of innovations, STP model, Bukhara region, regional development.Abstract
The article develops a strategy for promoting innovative services to the market on the basis of the regional green brand, using the Bukhara region of Uzbekistan as a case. The concept of green-brand-based service promotion is clarified, and a portfolio of innovative services capable of capitalising on the region's green brand is systematised across five sectors: sustainable tourism, smart hospitality, green agro-services, renewable-energy services and digital brand infrastructure. Drawing on the segmentation–targeting–positioning (STP) logic, the diffusion-of-innovations theory and the extended green marketing mix, the study proposes a four-stage promotion strategy — brand foundation, service–brand alignment, market entry and scaling — supported by a system of implementation mechanisms and performance indicators. The findings show that a credible regional green brand reduces market-entry barriers for innovative services by lowering perceived risk, shortening the adoption cycle and creating an umbrella effect of trust; at the same time, promotion that outpaces real sustainability performance exposes the region to greenwashing risks. Practical recommendations are formulated for regional authorities, tourism organisations and innovative service providers.
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