Наукові аспекти цілепокладання регіонального розвитку як складової територіального брендингу

Abstract

The article is concerned with substantiating the most important features of development of the system of goals of territorial branding in the context of socio-economic development of territories. The features of territorial branding are researched, which, along with the use of classical branding instrumentarium, uses specific tools and methods, which is due to the peculiarities of its object - the territories of the country. The main components of the territory brand are generalized according to the international ratings WorldBank Ethics Indices, UNDP Human Development Index, CAF World Giving Index, Arcadis Sustainable Cities Index, etc. It is determined that the main components of the brand of the territory are the brand image, which means the overall impression of the brand and its perception by society as a whole and stakeholders in particular; brand identity, as well as infrastructure and marketing components that support the brand and increase its strength. The analysis of scientific approaches to territorial branding has proved that in general they are aimed at determining its various components, but none of them pays enough attention to goal setting as a key element of branding. The logical scheme of the relationship between the elements of the goal setting of territorial branding is proposed. It is proved that the main elements of goal setting of regional development and territorial branding are mission, vision and the system of strategic and operational goals, which are determined taking into account the opinions of experts and residents of the territory. Consistency and interconnection of all elements of goal setting will increase the efficiency of territorial branding. Prospect for further research is to develop methodological support for algorithmization of the territory brand development process.