Diplomacy Of The European Union And Eco-Branding Countries

The article deals with the issues of the development of the diplomacy of the European Union and its role in international integration and the formation of eco-branding of the countries. The main factors of activation of diplomatic activity in the conditions of globalization and exacerbation of environmental problems are determined. An urgent issue is the formation of a new image EU and the establishment of environmental imperatives in international economic, business and cultural communications. The synchronization of the actions of the countries in this area involves the achievement of the goals of development under the project of international cooperation «The 2030 Agenda for Sustainable Development». The results of countries in achieving goals affect their international image in the world. In conditions of increasing competition, the perception of the EU is formed on the basis of active diplomacy of politicians, diplomats, entrepreneurs. Intercultural communication stimulates international dialogue and mutual understanding. Diplomatic initiatives in the formation of branding of the country are aimed at: effective relations with other countries (economic, business, commercial, trade); use of «soft power» of influence through cultural, religious, tourist, recreational, ecological and other attractiveness; the formation of favorable conditions for interaction between different countries (international business, investment climate, innovation network); representation of national products in world markets (brand name, corporate brand, branded brand); personal brand (president, politician, diplomat, businessman) to ensure constructive dialogue, overheating, mediation. The image of the EU and its diplomatic service is due to the nature of external relations against the backdrop of a multipolar system of international economic relations and the need to use collective resources. EU diplomacy as a powerful integration community successfully forms eco-branding. This should be ensured in the future: improvement of environmental policy; balance of resource opportunities and needs of society; harmonization of trade and environmental policy objectives of countries; the formation of new markets for environmental products and the investment of environmentally-directed projects. According to the Indicators of the Environmental Efficiency Index, the EU leaders: France, Denmark, Malta, Sweden, Great Britain, Austria, Ireland, Finland. In the future, the growth of international dialogue is one of the key areas of cooperation between Ukraine and the EU within the framework of the Association Agreement between Ukraine and the EU — this is the sphere of environmental protection.