ANALYSIS OF THE INFORMATION COMPONENT OF MARKETING TERRITORIAL STRATEGIES

Abstract

The purpose of the article is to analyze the effectiveness of the information component for popularizing the territory brand. In modern conditions, the mobility of people and capital has reached such a level that a well-thought-out branding of the territory allows it to actively compete for resources, investment, skilled labor, partners, and so on. Therefore, the territories need to have their own identity and actively promote it. The importance of creating and promoting a brand is confirmed by both international brand ratings and the results of the development of territories after the implementation of a successfully developed brand. Territory branding helps to transform a country or a separate region from a ge-ographical unit into a full-fledged product that has its own value. The work shows that the creation of an effective brand of a territory is a com-plex mechanism that includes a system of principles, adherence to which allows one to create a brand that reflects the unique characteristics of the territory, its features and attractiveness. Additionally, a successful brand of a territory can become the ba-sis for effective brands of goods and services. The article analyzes the effective and ineffective brands of territories around the world. Based on this, it was concluded that for the marketing strategy of the territory to be successful, it is necessary to equally involve representatives of government, business and citizens themselves. An important component of promoting the brand of the territory, like any other product, is the effective dissemination of information about it to the target audience. The Internet has huge opportunities for this as one of the cheapest and easiest ways to disseminate information. The analysis of data for 2000-2020 carried out in the work showed that the share of Internet users in the world is constantly growing. In developing countries, it tends to have accelerated growth, that according to the prognosis will continue its being in the nearest future. At the same time, the main users of the networks are able-bodied and paying people aged 20 to 39 years, whose share is more than 50% of the world's population. Therefore, promoting the brand of territory using Internet technologies has undeniable advantages over other methods of promoting goods. In order to attract solvent buyers, the territory must be recognizable, have a competitive and attractive Internet portal. The analysis carried out in the work showed that the websites of the Ukrainian territorial units have a number of short-comings in comparison with the leading European practices. Therefore, the authori-ties should actively involve professional marketers to develop competitive brands, which will ultimately help the Ukrainian territories to fight equally for resources and capital. In addition, the development of the official site of the territory with the popularization of working enterprises and industries can give an impetus to attracting investment in business.