Marketing strategy of territorial branding in the context of sustainable development

Keywords: marketing territory, strategic brand territory, oral development

Abstract

The article considers aspects of formation of marketing strategy of territory branding, yak the basis of strategic development. Attention is paid to the components of the strategy of sustainable development and its interaction with the elements of the territorial product and its influence on the image of the territory. A strategic analysis of the territory was carried out on the example of Odessa, which made it possible to form priorities for the strategic development of the territory. A marketing study was conducted by residents of Odessa regarding their attitude to the existing image of the city. Two main clusters of city residents were identified, depending on their perception of the image of the territory of residence. Proposals for the development of the territory's brand have been formed. Improved classification of marketing strategies for branding territories is proposed. This approach made it possible to formulate branding strategies for the territory in accordance with the goals of sustainable development. The classification has been expanded through the following positioning strategies: strategy of socio-economic image; strategy of environmental friendliness of the territory; strategy of a unique image of the territory; strategy for the image of a territory with a high level of comfort and safety; strategy of the territory's image as an innovation hub. This allows you to form strategies for branding the territory in accordance with the goals of sustainable development of the territory.

Author Biographies

Оlena Chukurna, Odessa National Polytechnic University (ONPU)

Doctor of Economics sciences, Professor of marketing department

Dmytro Nikolaiev, Odessa National Polytechnic University (ONPU)

An expert of accreditation of the education programs of National Agency for Higher Education Quality Assurance

References

Anholt Simon (2017). Competitive Identity: the new brand management for nations, cities and regions. London: Palgrave Macmillan, 134.
Arzhenovskiy I.V. (2017). Marketing of regions. Economy and state. 3. 124-127.
Belovodskaya, O.A., Sigida L.O. (2012) Positioning of the region based on the assessment of its marketing attractiveness / Mechanism of potential management of innovative development of industrial enterprises: monograph / ed. Ph.D., Assoc. Yu. S. Shipulina. Sumy: DD "Papyrus", 359-373.
Borshch G.A., Vakulenko V.M. (2017) Resource support of the united territorial community and its marketing: [textbook]. Kyiv. 107 p.
Branding of cities: the experience of the Visegrad countries for Ukraine / In general, ed. O.I. Soskin. - Kyiv: Publishing House "Institute of Society Transformation", 2013. 80 p.
Cherevko A.I. (2010) The role of territorial marketing in the balanced development of rural areas. - URL: http://www.nbuv.gov.ua/portal/Chem_Biol/Vldau/APK/ 2010_2 / files% 5C10gidort.pdf.
Deineka O. I. (2018) Marketing of the region: modern trends, problems and prospects. Socio-economic research in the transition period. 1, 3. 377-382.
Didkovska V., FalkoY. (2020) Successful territorial brand formation (on the example of Singapore). VUZF review,5 (4), 3-8
Drobiazko I.M. (2008) Marketing of territories as a mechanism for increasing the effectiveness of local government. Theory and practice of public administration: collection. Science. pr. - H.: HarRI NAPA Publishing House "Master", 2 (21), 149–153.
European Union project "Support for regional development policy in Ukraine". - URL: [https://ec.europa.eu/regional_policy/sources/docgener/presenta/international/external_ru.pdf]
Gaponenko A.L. (2016) Management of economic development at the regional level. Economy of Ukraine. 3, 43-52.
Kotova N. O. (2018) Marketing concept of strategic planning for the development of the region. Public administration: theory and practice: Collection of scientific papers of the Association of Doctors of Sciences from Public Administration. Kharkiv: Publishing house "DokNaukGosUpr", 2, 127 - 131.
Keller, K.L. (2017). Strategic brand management: building, measuring, and managing brand equity. Upper Saddle River. Prentice Hall, New Jersey. 692 pgs.
Kuybida V.S., Bilokon Yu. M. (2009) Territorial planning in Ukraine: European principles and national experience. К.: Логос, 108
Lavrov A. M., Surnin V. S. (2016) Reforming the economy: regional aspects. Economy of Ukraine. 8, 45-51.
Pankrukhin A.P. (2013) Marketing territories: [textbook. manual for stud. Universities] K.: Knowledge, COO, 203p.
Resolution of the Cabinet of Ministers of August 5, 2020 № 695 "On approval of the State Strategy for Regional Development for 2021-2027"
Romat E.V., Gavrilechko Yu. V. (2018) Marketing in public administration: monograph Kyiv: Kyiv. nat. trade and economy University, 288 p.
Roy Langer. Place images and place marketing. –URL:http://openarchive.cbs.dk/bitstream/handle/10398/7721/langer place.pdf?sequence. – 2011. – 1 марта 2012
Starostina A.O., Martov S.E. (2004) Regional marketing: essence and features of formation in Ukraine. Marketing in Ukraine. 3, 55-57
Seppo K. Rainisto. (2013) Success factors of place marketing: a study of place marketing practices in Northern Europe and United States. Helsinki University of Technology, Institute of Strategy and International Business. Doctoral Dissertations 2013/2014. Helsinki: Monikko Oy,271 p.
State Strategy for Regional Development for 2021-2027.–URL: [https://zakon.rada.gov.ua/laws/show/695-2020-%D0%BF#Text]
Strategy of economic and social development of the city of Odessa 2022. – URL: https://omr.gov.ua/images/File/DODATKI2020/strategia_rus.
Tkachuk A., Tolkovanov V., Markovsky S., [etc.]. (2014) Competitiveness of territories: practice. way. Kyiv: Legal status, 252 p
Tregubov O.S. (2010) Theoretical aspects of territory marketing. Bulletin of Khmelnitsky National University. 6. 4, 128 – 131
Utvenko V.V. (2014) Regional marketing: textbook. way. House "Staff", - 116 p. Bibliogr.: p. 112–114
Web city 2017. Ukrainian cities online. - URL: http://placeid.com.ua/ukraine/prezentatsiya-veb-misto-2017. - 2017. - March 1, 2017
Vakulenko V. (2016) Urban marketing as a tool for strategic planning of economic development of the city. Management of the modern city. 4-6 (6). 92-95.

Abstract views: 137
PDF Downloads: 150
Published
2021-03-25
How to Cite
ChukurnaО., & Nikolaiev, D. (2021). Marketing strategy of territorial branding in the context of sustainable development. VUZF Review, 6(1), 65-78. https://doi.org/10.38188/2534-9228.21.6.07
Section
Articles