СТРАТЕГІЧНІ НАПРЯМКИ ПІДТРИМКИ БРЕНДУ АГРАРНИХ РЕГІОНІВ НІМЕЧЧИНИ ІНСТРУМЕНТАМИ ПАРТНЕРСЬКОЇ КОНЦЕПЦІЇ ТЕРИТОРІАЛЬНОГО МАРКЕТИНГУ

Abstract

In the modern conditions of transformation and European integration of the domestic agricultural sphere, the marketing mechanism occupies an important place, which actualizes further research into the branding of agricultural regions and the study of the experience of European countries. Germany, as the most stable European economy, demonstrates the successful practices of its regions in territorial and agrarian marketing, in the creation and promotion of regional brands, local trademarks for agricultural, processing and tourist products and services, therefore its experience is undoubtedly useful for Ukrainian agrarian regions. The purpose of the article is to determine the strategic directions of supporting the brand of agricultural regions of Germany with the tools of the partnership concept of territorial marketing and the possibility of their use in Ukraine. The object of the research is marketing tools to support the brand of agrarian regions. The methods used in the research are the case study method, the method of comparison and grouping, the methods of analysis and synthesis, detailing and generalization, etc. The hypothesis of the study was the assumption that the agricultural regions of Germany have sufficiently successful cases of application of tools of the partnership concept of territorial marketing, which can be adapted to domestic practice. Presenting main material. The article presents the author's understanding of territorial marketing, focusing on the problems of agricultural regions, which can be solved with the help of marketing tools of the partnership concept of marketing. The experience of using territorial marketing tools is considered on the example of Germany, whose agrarian regions successfully develop and implement marketing programs, create, promote and systematically support regional brands, local trademarks. Special attention is paid to the regional marketing programs and marketing initiatives of the state of Bavaria, which guarantee consumers compliance with the declared properties of the product, its level of quality and origin. Generalized marketing tools that contain data programs and initiatives to support the brands of agricultural regions. A separate case presents the umbrella agrobrand Spreewald, which was created to identify products from the Spreewald region based on the criteria of origin, place of production and quality. The originality and practical significance of the research lies in the application of the case study method, which involves the study of the European practice of supporting the brand of an agricultural region with marketing tools of the partnership concept of territorial marketing. Conclusions. Marketing programs and marketing initiatives of agricultural regions of Germany are based on the use of modern tools and technologies aimed at establishing a long-term mutually beneficial partnership between the participants of the interaction process, at defining and creating new values that ensure the sustainable development of the territory. The development, introduction and use of a regional trademark on the market requires competent marketing support for the practical interaction of regional actors. An important area of regional marketing is establishing cooperation between local producers of organic products and large retailers. The study and generalization of the experience of Germany and other EU countries allows us to identify a number of strategic directions of marketing support for brands in agrarian regions and adapt them to the needs of domestic practice. Further research involves the development of a marketing program of the selected agricultural region, which will be based on the tools of strategic (social-ethical and partnership) concepts of territorial marketing.