TERRITORIAL BRANDING AS A TOOL OF SOCIAL AND ECONOMIC DEVELOPMENT OF THE REGION
Abstract
Purpose. The aim of the article is research of the main trends which highlights the issue of regional branding as a tool of social and regional economic development, compilation of research terminological apparatus of the term "brand territories" and definition of the main directions of formation of brand in the regions of Ukraine. Methodology of research. The study used general scientific methods including: methods of theoretical generalization - for research of essence and terminological apparatus of this concept "brand territory"; systematic approach - to justify the issue of mainstreaming branding trends territory of Ukraine; methods of analysis and synthesis - to identify the competitive advantages of local brands, which contribute to the competitiveness of the region. Findings. The expediency of the formation and direction of the brand territories as a tool of social and economic development of the territory was substantiated. Are generalized essence and terminological apparatus of this concept "brand of territory." Been determined the main trends that determine the necessity of forming of territorial brand. Been characterized constituent elements of territorial branding: economic, social and political, cultural, ideological. Originality. Comprehensive approach to study trends intensify the formation of brand territories as a tool for socio-ekonomichnochnoho development. Practical value. The results of research is the basis for solving practical problems for effective socio-economic development of territories in Ukraine.
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