In this article, we consider the importance of lifestyle and preferences of the decision-makers as parts of management of loyalty in developing a company's brand on the Russian oil and gas B2B market. We provide the definitions of the concepts of "brand" and "loyalty", types of loyalty and development stages of a loyalty program. Additionally, we report the results of a marketing research for development of the loyalty program of the oil trading company (characteristics, opinions and preferences of the decisionmakers on the Russian market of light oil and liquefied hydrocarbon gas products).

The economic damage from environmental pollution is significant; therefore, environmental protection has become an urgent problem in recent decades. The greening of the economy, the growing needs of a socio-biological nature form an environmental orientation of the interests of consumers, more and more people are aware of the importance of preserving the environment. The purpose of the article is to analyze the process of environmental awareness at the level of residents of the region, the influence of the level of development of environmental awareness of consumers on the formation and satisfaction of their environmental needs. The authors revealed the features of greening the needs of residents of the Omsk region, in the course of a marketing research, the structure of the environmental preferences of the population was determined. The choice of research methods is associated with the features of regional studies and environmental topics, to which, on the one hand, there is an increased interest among residents of the region, and on the other hand, there is a low involvement in the interviewing process.

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This article discusses topical issues of applying brand management technologies using the example of a specific object -the territory of a subject of the Russian Federation. The authors actualize the importance of territorial marketing through various branding tools. The Omsk region already has been facing the problem of outflow of the population to other regions for several years; this is especially pronounced in the youth segment. The authors carried out a number of quantitative and qualitative studies, such group and individual interviews in order to determine the reasons for the revealed trend and find a solution to this problem. During the analysis, it was revealed that one of the reasons why people move to other regions is the negative image of Omsk as an environment for life and professional development. Separately, it was noted that in the city there are no fully functioning digital opportunities for the implementation of effective communications between active participants, which could lead to an improvement in the perception of the city and the region as a whole. Based on the results obtained, a number of recommendations were proposed for creating a platform for the urban youth community in the digital environment and methods of Internet communications for participants to form a positive brand of the city of Omsk.

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