ALGORITHM AND ORGANIZATIONAL AND ECONOMIC MECHANISM OF BRAND MANAGEMENT OF ADMINISTRATIVE AND TERRITORIAL FORMATIONS

Abstract

Introduction. One of the key principles of forming an effective management of the territory is the implementation of the marketing function, which determines the identity and provides promotion of the unique features of the administrative-territorial formation. In this regard, the question of building marketing systems for managing the competitiveness of the territory through the prism of brand formation should be reconsidered. The purpose of the article is to substantiate the algorithm and components of the organizational and economic mechanism of brand management of administrative-territorial formations. Results. It has been determined that building a brand of a united territorial community is a complex process that must take into account a range of features of both figurative-emotional and functional nature. It is substantiated that the promotion of the brand of administrative-territorial formation is a system of marketing tools (technologies) and effective practical measures to disseminate in the market and non-market environment relevant information about the object and subject of branding to form loyalty to it of internal and external consumers. Brand promotion is the second component of branding, which is released after the creation of the brand. Marketing strategy is the implementation of long-term priority goals for the development of agricultural areas, which is achieved by creating and promoting their brand using appropriate tools. A strategic approach to determining the priority areas of brand development of united territorial communities is proposed, which is based on the separation of UTC subbrands such as social-entrepreneurial priority, ecological-tourist priority, socio-ecological priority and entrepreneurial-tourist priority. This allowed to build a unified algorithm for the development and implementation of territorial branding, taking into account the unique competitive advantages of individual UTCs. Key words: marketing, brand, united territorial community (UTC), organizational and economic mechanism of brand management, algorithm.