FORMATION OF REGIONAL BRAND

Abstract

The article is devoted to the stady of the formation of region brand. The impact of branding on the formation of a positive image of the territory. increasing the level of its competitiveness and economic development is substantiated.

It has been established that for the formation of a regional brand it is necessary to take into account the cultural, historical, geographical and economic features of the region. A regional brand contributes to increasing consumer recognition and loyalty to goods or services presented under this brand, strengthening identity and associations with the region.

The main stages of regional brand formation were studied: SWOT analysis; mission development; determination of the goal and ways of achieving the success of the region; creating a brand identifier; development of communication strategy; investment attraction.

Therefore. the successful formation and development of regional brands increases the attractiveness of the region for investors, the development of tourism, the growth of economic potential and the improvement of the quality of life of residents.