СВІТОВИЙ ДОСВІД РОЗВИТКУ БРЕНДИНГУ АГРАРНИХ РЕГІОНІВ

Abstract

The article examines the global experience of ensuring the development of branding of agrarian regions. The significance of the development of branding of agricultural regions in the modern world, when globalization and the growth of consumer consciousness are becoming key factors in the formation of economic and cultural growth, is outlined. Approaches to ensuring the development of branding of agrarian regions are summarized in view of world experience, where the specified process is determined by the cultural, historical and economic features of each region. Thanks to the intensive process of European integration, the need to form a unique image for Ukrainian regions and local communities is determined, which will reflect their peculiarities, advantages and existing potential. In this context, it is expedient to implement global practices and strategies in order to achieve sustainable development of Ukraine's regions and increase their attractiveness in the world. In the process of research, the advantages and disadvantages of global approaches to the development of branding of agrarian regions were considered. The American, Asian and European approaches to the branding of agricultural regions, which are determined by a number of factors aimed at increasing the recognition and competitiveness of local agro-food products, the introduction of ecologically sustainable methods of agricultural production, as well as the outline of cultural aspects and traditions regarding the consumption of healthy food, are substantiated. Attention is focused on the fact that the branding of agricultural regions of Asia often emphasizes health and wellbeing, promoting the use of natural and organic methods of agricultural production. At the same time, the European approach to the branding of regions is based on the diversity of cultures, traditions and product quality, where the preservation of biodiversity and rational use of natural resources is an important element.