Marketing strategy of territorial branding in the context of sustainable development

Оlena Chukurna,Dmytro Nikolaiev

doi:10.38188/2534-9228.21.6.07

Abstract

The article considers aspects of formation of marketing strategy of territory branding, yak the basis of strategic development. Attention is paid to the components of the strategy of sustainable development and its interaction with the elements of the territorial product and its influence on the image of the territory. A strategic analysis of the territory was carried out on the example of Odessa, which made it possible to form priorities for the strategic development of the territory. A marketing study was conducted by residents of Odessa regarding their attitude to the existing image of the city. Two main clusters of city residents were identified, depending on their perception of the image of the territory of residence. Proposals for the development of the territory's brand have been formed. Improved classification of marketing strategies for branding territories is proposed. This approach made it possible to formulate branding strategies for the territory in accordance with the goals of sustainable development. The classification has been expanded through the following positioning strategies: strategy of socio-economic image; strategy of environmental friendliness of the territory; strategy of a unique image of the territory; strategy for the image of a territory with a high level of comfort and safety; strategy of the territory's image as an innovation hub. This allows you to form strategies for branding the territory in accordance with the goals of sustainable development of the territory.

Highlights

In conditions of increased competition, absolute advantages such as natural conditions and favorable geographical situation are not the main factors of attractiveness of the territory.The influence of globalization and the development of international economic relations forces countries and regions to compete for investments, markets, visitors, that is, to promote territory as a product
Territory marketing expands the tools of public administration, and changes approaches, setting strategic goals, because the goal of any marketing is to meet the needs of consumers
The role of public policy is reduced only to a regulatory function, in order to avoid an imbalance in the development of various territorial communities. All these aspects contribute to the mainstreaming of the problem of forming a marketing strategy for branding the territory, since successful branding allows you to increase the competitiveness of the territory and increase its economic and investment attractiveness

Summary

Introduction

In conditions of increased competition, absolute advantages such as natural conditions and favorable geographical situation are not the main factors of attractiveness of the territory.The influence of globalization and the development of international economic relations forces countries and regions to compete for investments, markets, visitors, that is, to promote territory as a product. Almost all cases are considered by the authors in the context of the strategic development of the city or region, and practical recommendations for the planning and implementation of marketing campaigns are associated with an integrated approach to the management of the territory and various aspects of its development.

Results

Conclusion