THE PROCESS OF IMPROVING BRAND MANAGEMENT OF THE REGION

Abstract

The article develops the process of improving the brand management of the region. The stages of the process are proposed, which are: 1 stage. Formation of the brand management concept of the region. 2 stage. Diagnosis of socio-ecological and economic development of the region. 3 stage. Defining the target audience of branding. 4 stage. Formation of a system of indicators for evaluating the effectiveness of brand management of the territory. 5 stage. Rendering of the area. 6th stage. Development of a brand creation and promotion strategy. 7 stage. Definition of tools for implementing the strategy of creating and promoting the brand. 8 stage. Evaluation of the effectiveness of the implementation of the brand creation and promotion strategy. It is substantiated that the concept defines the philosophy of the region's development, the possibility of society's perception of the need to create a brand of the territory. The target audience, which is the consumer consumer, seeks to get some benefit from the use of the brand, and also needs to feel the value of the proposed brand. It is noted that the diagnosis allows to determine the strengths and weaknesses of the social, economic and ecological development of the region, as well as problems in its provision. It was determined that the indicators that will allow to assess the level of socio-ecological and economic development after developing the branding of the territory can serve as indicators of brand management assessment. Renting the region is aimed at focusing consumers' attention on the unique and exceptional properties of the territory, which are able to create positive emotions and gain value from the formed brand. It is noted that the marketing plan for brand promotion, the creation of a brand platform, and advertising tools can be tools for implementing the strategy of brand formation and promotion. It is substantiated that the proposed process of improving the brand management of the region will allow to form competitive advantages, to identify activities for ensuring the competitiveness of the region, to ensure a high level of socio-ecological and economic development of the territory and a stable position in the market environment.