The need for an integrated use of the tools of territorial marketing and branding at the regional and municipal levels of government (for example, the Republic of Bashkortostan)

Abstract

In this article, on the example of the districts of the Republic of Bashkortostan, the need for a comprehensive use of marketing and branding tools at the municipal level is actualized. The marketing approach in municipal management is considered as one of the effective mechanisms in increasing the investment and tourist attractiveness of depressed territories. Designated foreign and domestic experience in the field of territorial marketing and branding. The problems and prospects of applying the tools of territorial marketing and branding in relation to the Uchalinsky municipal district – one of the south-eastern regions of the Republic of Bashkortostan – are analyzed in detail. The conclusion is made about the need to diversify the economy of the region and the feasibility of developing a comprehensive program – the “Marketing Concept of Uchaly District of the Republic of Bashkortostan”, aimed at increasing its investment attractiveness and competitiveness. A number of territorial brands for the Uchalinsky district of the Republic of Belarus are proposed – “Uchalinskaya Jasper”, “Uchalinsk Gold”, “Uchalinsky Silver”, “Uchalinsky Kumys” and others. The necessity of introducing in the Department of Economic Development, Investments and Entrepreneurship of the District Administration additional staff units of specialists in the field of territorial marketing and branding, which would supervise more clearly the issues of patenting, branding of local products, is substantiated. As a result of the study, the authors prove the necessity of organizing in the future in the Republic of Bashkortostan a tourism and recreation zone with a preferential taxation for subjects of ethnic business, including agricultural and ethnic tourism, primarily in the south-eastern regions. It was concluded that the integrated application of the marketing approach in the regional and municipal management will contribute to increasing the investment and tourist attractiveness of rural areas, more efficient development of the rural economy, growth of employment, incomes and quality of life of villagers.