METHODOLOGY FOR THE DEVELOPMENT OF BRANDING OF AGRARIAN REGIONS IN THE CONDITIONS OF EUROPEAN INTEGRATION

Abstract

The article is devoted to the topical issues of outlining the methodology of branding development of agrarian regions in the context of European integration processes. Attention is focused on the need for European integration direction of the development of agrarian regions in the context of globalization and intensification of international economic ties. It is substantiated that one of the key strategies for increasing the competitiveness of the agricultural sector on the international market is the development of branding of agricultural regions. It is noted that branding, in this aspect, acts not only as a marketing tool, but also as a comprehensive approach to the formation of innovative, socio-economic, cultural and environmental policy of the region. It was noted that the methodology of the European integration development of branding of agricultural regions provides a systematic approach to identifying unique differences and competitive advantages of agricultural regions, forming their positioning on domestic and foreign markets, developing communication strategies and increasing the recognition of regional brands. The study confirmed that the research methodology in this field requires a multifaceted approach and integration of knowledge from various scientific disciplines, which will allow a comprehensive assessment of the potential and challenges of the European integration development of the branding of agrarian regions, contributing to the formation of effective strategies for their development. The principles of the European integration development of the branding of agricultural regions, which are characterized by diversity, are summarized, among which compliance with European quality standards, ensuring the sustainability of development on an innovative basis, customer orientation and providing a high level of service, cooperation and partnership, the formation of a marketing strategy and communication, and the protection of rights are of great importance intellectual property, compliance with the culture of authenticity. The synthesis of the outlined principles makes it possible to reveal their interrelationship, which requires a comprehensive approach in their application.