Сучасний стан і теоретико-методологічна основа розвитку брендингу територій

Abstract

У статті досліджено теоретико-методологічні підходи до визначення по няття брендингу територій та сучасний стан його інтерпретації у вітчизня ній економічній науці. Виявлено основні сутнісні відмінності цього поняття від суміжних, описано можливі підходи до моделювання та визначення соціаль но-економічної цінності бренду території.

This article reveals separate aspects of studying the theoretical and methodolog ical basis of the concept of branding on the example of territorial branding. Different approaches to the learning of a concept are characterized,isolation of the concept and key differences from related scientific categories by foreign and domestic scientists. The indicators of socio-economic value of the territory brand are described and one of the concepts of their calculation is outlined. As part of the writing the article the positive influence of branding on regional development and the creation of«points of economic growth» ware identified and determined, that branding of territories is a strategically important prerequisite for economic success of the region and its business, given the ten dencies of in creasing competition through economic globalization, active development of the tourism sphere, activation of the very concept of branding territories in Ukraine and the real need to develop a system of support for local producers of goods and services for their diversification and looking for new ones, including foreign markets. The issue of development of territorial branding for organizations of different directions and forms of ownership is emphasized, because territorial branding is the right and most effective tool for the development of stability in the regions, increasing the competitiveness of goods and services, enhancing internal and attracting external resources. Keywords: branding, territory, territory branding, territory image, regional de velopment.