Marketing strategy of territorial branding in the context of sustainable development

Keywords: marketing territory, strategic brand territory, oral development


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


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How to Cite
ChukurnaО., & Nikolaiev, D. (2021). Marketing strategy of territorial branding in the context of sustainable development. VUZF Review, 6(1), 65-78.