THE BRAND OF THE TERRITORY AS A FACTOR IN THE FORMATION OF COMPETITIVE ADVANTAGES OF THE REGION

UDC 339.138

  • Ostashko Oksana Yur’evna – assistant, the Department of Economic Theory and Marketing. Belarusian State Technological University (13a, Sverdlova str., 220006, Minsk, Republic of Belarus). E-mail: ostashko@belstu.by

DOI: https://doi.org/10.52065/2520-6877-2023-268-1-13

Keywords: brand of the territory, brand, territorial branding, competitiveness of the territory, regional brand.

For citation: Ostashko O. Yu. The brand of the territory as a factor in the formation of competitive advantages of the region. Proceedings of BSTU, issue 5, Economics and Management, 2023, no. 1 (268). pp. 102–108. DOI: https://doi.org/10.52065/2520-6877-2023-268-1-13.

Abstract

Quite a lot of research has been devoted to improving the competitiveness of regions. There are many theories that determine the need for the formation of competitiveness. In this connection, the article attempts to study the direction that affects not only the socio-economic development of the region, but also its competitiveness.

The article considers territorial branding as the most important factor in the formation and development of the competitiveness of the territory. The task of branding the territory is to form the desired image of the territory in the minds of target audiences. The process of forming a strong brand of the territory is a complex and long process, which is of strategic importance for strengthening the competitive potential and competitive attractiveness of the regions.

The article highlights the relevance of the topic under consideration, touches on the practical principles of the formation of the brand of the territory, and also justifies the need for territorial branding to increase the competitiveness and attractiveness of the region.

The prerequisites, features and advantages of the development of the process of formation and support of the brand of territories in our country are considered. The conditions and principles of the process of forming a successful brand are defined. The peculiarities of branding in the Republic of Belarus are revealed, shortcomings are identified and recommendations on the formation of brand management at the regional level are formulated.

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