TERRITORIAL BRANDING AS A TOOL FOR STRATEGIC MANAGEMENT OF TERRITORIAL DEVELOPMENT

Abstract

This article examines modern approaches to territorial marketing and branding as important tools of strategic management that contribute to increasing the competitiveness and socio-economic development of territories within the context of globalization and urbanization. In a global context, territorial branding is gaining increasing importance as territories compete not only for economic resources but also for public attention, influencing choices about places to live or vacation based on associations formed through branding efforts. A territory’s brand encompasses not just visual elements but also the emotional image of the locality, shaped through strategies, marketing communications, and the active engagement of various social groups. Branding becomes an integral part of a territory’s socio-economic strategy, helping to attract investments, enhance tourism appeal, and improve the quality of life for local residents. 
The author analyzes the stages of creating a territorial brand, starting with positioning, which involves forming an image of the territory in consumers’ minds. This is followed by planning and developing the image, including both visual and verbal identification, and strategically promoting the brand through marketing communications. Special attention is given to the importance of continuously monitoring branding effectiveness, adjusting strategy, and managing risks to ensure the brand’s sustainability and adaptability to changing market conditions. 
Furthermore, the article discusses the main advantages of branding for tourism development, commercial activities, and its impact on the international image of a territory or country. Specifically, branding helps increase tourist flows, attract investments, and enhance the territory’s attractiveness for international businesses. It contributes not only to economic growth but also to social stability and an improved quality of life for the population. 
Drawing on the experiences of foreign countries and domestic practices, the author concludes that territorial branding is a powerful tool for socio-economic development, helping shape a positive image of a locality globally. The article emphasizes that effective territorial brand management should become a priority for state and local governments in Ukraine to improve its international position and foster internal development.