Теоретичні підходи до трактування категорії «Брендинг регіонів»

• Datum: 2023
• 1. Verfasser: Газуда, С. М.
• Format: Artikel
• Sprache: Ukrainian
• Veröffentlicht: Odesa National University of Technology 2023
• Online Zugang: //journals.ontu.edu.ua/index.php/fie/article/view/2801
• Назва журналу: Food Industry Economics

The article substantiates scientific and theoretical approaches to the interpretation of the essential understanding of the concepts «brand», «place brand», «regional brand». Attention is focused on the fact that regional branding is a strategic process of creating and managing the image of a certain territory in order to attract attention, investment support and increase the level of competitiveness. The purpose of the study is to unify theoretical approaches to the interpretation of the category «branding of regions» and related concepts with the presentation of one's own vision of their content. It has been noted that the formation and development of branding of agricultural regions is becoming an urgent task in the conditions of the modern world market, where the competition between agro-industrial territories is extremely high. It has been emphasized that the variety of brand definitions allows to get a deeper understanding of its essence and influence on consumers, as well as to determine strategies for its creation and management. Scientific novelty and practical significance outline the generalization and justification of the multifaceted scientific interpretations of the brand considered through the prism of the economic approach, where the brand acts as a business, the instrumental approach with the outline of the brand as management, the behavioral approach, where the brand is argued as an impression or association, as well as the ethically oriented approach , as conscious production and conscious consumption. In the research process, the own vision of the interpretation of the concept of «brand» as a system of qualities of a company or a territory (product or service) that demonstrates a high degree of responsibility and social awareness, meets ethical standards, rejects principles that can harm society or the environment, and interacts with all stakeholders, as well as the concept of «region brand» as a system of territory qualities formed by people representing the region, reflecting its identity, culture, lifestyle and other aspects that attract the attention of consumers.