Брендингові основи розвитку сільських територій

Abstract

The paper researches and presents the assumptions for creation of branding in rural regions such as peculiarities of village establishment, availability of architectural and religious artifacts, relations to the legendary and famous personalities of Polish or Ukrainian, less often of Russian origin, peculiarities of economic history, associated with multinationality and wide spectrum of confessional belonging, consonance of local names. There had been substantiated the categorical language of branding development of rural regions in respect of categories of “branding” and “branding of rural regions”. There had been determined risks and branding potential of rural regions, conditions for risk assumption and its elimination as well as the conditions for rural regions development. It had also been stated that rural region branding hinges on systemic and coordinated actions of the following agents’ groups: initiator (head of local council, other representatives of community, business), business representatives, representatives of local community, voluntary sector, authorities of administrative (apart the local) and national level.