Mechanism for formation and development of branding in agricultural regions

Abstract

The article substantiates the peculiarities of building a mechanism for the formation and development of branding of agrarian regions. Attention is focused on the need to outline fundamentally new approaches to managing agricultural regions, which can be implemented thanks to effectively formed and developed branding. The main task of creating an agrarian region's branding, which is the central focus of this research, is to ensure its competitiveness and the formation of brand capital through the recognition and identification of the territory among other territorial units. The purpose of the study is to determine the elements of the mechanism of formation and development of branding in agrarian regions. It is noted that the expediency is determined by research on the creation of an optimal branding model, which will cover the processes of the formation of the brand capital of the agrarian region and the formation of an effective mechanism of branding of the agrarian region. In the research process, general scientific methods of generalization and systematic analysis were applied to justify approaches to creating a mechanism for forming and developing regional branding and identifying influencing factors to ensure its effectiveness. The approach proposed by the author to building a mechanism for the formation and development of branding of agrarian regions in the conditions of European integration processes is outlined with scientific novelty and practical significance, which covers several elements related to defining the goal, creating an image of branding of agrarian regions, defining the strategy and features of its implementation with the involvement of interested parties, including stakeholders. In the process of the research, the actual vision of the meaningful content of the concept of the mechanism of formation and development of branding in agrarian regions is presented as a set of elements, which, by implementing the appropriate functions, methods, tools, and support system, will allow to build an ideology, develop a strategy, and develop a branding model by the formed brand capital of an agrarian region.. Keywords: agricultural regions, formation and development mechanism, branding model, interaction, stakeholders, conditions of European integration, brand capital.