Geobranding as a technology for sustainable development of an agricultural region

Abstract

The article is devoted to the theoretical issues of geo-branding as a technology for the development of an agro-industrial region, the origin and development of research on branding and marketing of territories is considered, the content of the concepts of “place branding” and “place marketing” and the relationship between them are analyzed. The work examines the main components of geo-branding: development, implementation of a strategy for the development and promotion of an agro-industrial region, attraction of investments and the most efficient use of the region’s resources. Geo-branding is viewed as a technology for implementing the strategic goals of sustainable development of an agro-industrial region, which includes an analysis of the specifics of the region in the past, present and future based on the socio-cultural resources and potential of the region. The article proposes a geo-branding model that includes archetypal and narrative components that are reflected in the public consciousness of representatives of different target audiences. Particular attention is paid to the study of the specifics of the use of special events and digital communications by geo-branding entities as tools for promoting the potential of agro-industrial regions in the domestic and foreign markets.