ФОРМУВАННЯ БРЕНДУ ІВЕНТ-ЗАХОДІВ ЯК ТЕХНОЛОГІЯ ПРОСУВАННЯ ВІТЧИЗНЯНОГО ОБРАЗУ

Abstract

The purpose of the article is to find out the specifics of event brand building, which provides opportunities to gain significant competitive advantages and attract the necessary tools for further evolution, which is vital for Ukraine concerning its investment prospects. The research methodology is based on the use of the principles of historicism, analysis, objectivity and consistency. The scientific novelty lies in the comprehensive review of the critical features of professional event brands building in the regions to cultivate a state image within the cooperation between stakeholders. Conclusions. The article emphasises that the building of an effective national brand provides an opportunity for the state to compete effectively in the international market and create its own image in the export markets. Event brand building is the right technology with which the country gets the maximum effect in promoting the global national brand at a minimum cost. It is proved that the most essential tool for implementing the development strategy of a particular region is the territory brand based on identity, culture and reputation, and one of the most effective technologies for national brand building is a local event. We believe that to build an event brand, it requires focusing on tourism, export brands, foreign and national policy, investment and migration laws, culture and traditions. It turned out that the efforts of the authorities alone cannot create brands. It is crucial to attracting citizens because they will help raise the country’s image, increase demand for export products and attract additional investors. It is revealed that modern cultural institutions in Ukraine and the European Union countries function as industries that, in particular, produce cultural products in the form of event projects. The main directions of event brand building for Ukraine can be art, cultural monuments, architectural structures, music and sports events, business events, festivals, etc.