<![CDATA[Research objective: This research aims to analyze the impact of the Paris Agreement and carbon tax policy on the operations and branding strategies of companies in Indonesia. Method: This research uses a literature review method with critical analysis conducted by categorizing literature based on key themes, such as the impact of carbon tax on company operations, impact on branding strategies, and opportunities and challenges. Research findings: The results show that while the carbon tax adds to the cost burden, it provides opportunities for innovation and strengthening the company's brand image. Effective implementation of sustainability strategies has the potential to increase global competitiveness and build loyalty of consumers who care about environmental issues. Practical implication: The integration of sustainability strategies not only strengthens brand image and global competitiveness, but also provides long-term benefits through cost savings and tax incentives.]]>
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