Територіальний брендинг як інструмент розвитку та забезпечення конкурентоспроможності місцевих економік

Abstract

In the article the approach to the formation of regional branding on the example of rural areas of Ukraine. Generalized the main trends of modern marketing and branding, that allowed to justify the potential local branding. Conducted theoretical generalization and suggested instructional approaches to identify the role of factor branding areas on the basis of the effect of the capitalization of institutional assets of local communities. On this basis presents the principles of constructing models of the growth of local economies. Methodology regional brand based on the attributes of such a brand. Clarify and update existing approaches to the interpretation of the main categories of territorial branding. The basis of the author's concept of economic methodology, amounted to an expression of the unique assets of territories institutional content as a factor of potential monopoly, as well as the formation of a new type of self-organization within the local economies.