ПЕРСПЕКТИВИ ВИКОРИСТАННЯ СТРАТЕГІЙ ТЕРИТОРІАЛЬНОГО МАРКЕТИНГУ ДЛЯ УКРАЇНИ

Abstract

This article delves into the practice of formulating territorial marketing strategies aimed at fostering the growth and revitalization of regions, cities, and nations. It serves as a comprehensive survey of territorial marketing strategies employed in foreign countries. The article scrutinizes successful instances of territorial marketing strategies implemented in various countries and regions to ascertain their adaptability to the unique Ukrainian context. Furthermore, the article espouses a viewpoint on the utility of territorial marketing as a pivotal tool for post-war reconstruction efforts in Ukraine. It outlines the prerequisites necessary for the effective implementation of city branding within Ukraine. The assessment of the "World Perception of Ukraine Report" and an analysis of search query trends on Google Trends collectively substantiate that cities in regions where military operations have transpired undergo substantial changes in the perception and positioning of their respective city brands, both domestically and internationally. The findings and prospects highlighted in this study hold the potential to significantly enrich comprehension and augment the utilization of territorial marketing strategies, ultimately facilitating the economic and socio-cultural development of Ukraine. In summary, this article offers an in-depth exploration of how territorial marketing strategies can be harnessed to expedite the progress and rehabilitation of regions and cities in Ukraine, particularly in the aftermath of military conflicts. It underscores the critical role of cultivating a positive city brand and leverages international examples and data to underpin its arguments and recommendations. Moreover, in the context of post-war reconstruction, the article emphasizes the importance of fostering a sense of community and pride among the residents of these affected regions, as these elements are instrumental in building a positive city brand. Effective territorial marketing not only shapes external perceptions but also boosts the morale and engagement of the local population. Additionally, as Ukraine's cities and regions aim to reposition themselves on the international stage, the article underscores the need for a coordinated effort between government agencies, local businesses, and civic organizations to create a unified and compelling narrative that reflects the values, culture, and potential of these areas. Such collaboration will be key to harnessing the full potential of territorial marketing and propelling Ukraine towards a brighter future.