This article analyzes the ways and methods of creating branding in the tourism sector and examines the methods used to achieve competitive advantages when choosing branding strategies and directions for their formation.

The article examines the key marketing barriers hindering the implementation of green technologies in developing economies. Factors related to consumer perception, pricing, information asymmetry, and institutional constraints are analyzed. Statistical data and practical recommendations for overcoming the identified barriers are presented. The article also examines limitations from manufacturers and intermediaries, including a lack of marketing strategies, problems with promoting green products, and weak distribution infrastructure. Based on the analysis, recommendations were proposed for overcoming marketing barriers like increasing consumer awareness, stimulating demand through financial and tax mechanisms, developing partnership networks and green technology branding strategies

International university rankings have become strong tools of governance that impact strategic institutional policies and higher education reforms on the global front. In the case of emerging systems like Uzbekistan, rankings are a challenge as well as a chance to be recognized in the world. This paper presents the response of universities in Uzbekistan to the ranking pressures based on interviews with administrators of a public, private, and international branch campus university, and review of national policy documents. The results leave a very clear picture of contrasts between the private and international universities: international branding, autonomy in decision-making, and research incentives are indicators of structured approaches to ranking whereas bureaucratic rigidity, lack of autonomy, and inadequate allocation of resources characterize universities in public. The more important determinant of competitiveness turns out to be governance capacity, not ambition. The paper concludes that to achieve sustainable progress in rankings, reforms to governance are needed that increase autonomy, accountability, and institutional capacity and integrate rankings into larger education, research, and development missions.