The subject of the study is the theoretical and practical aspects of the formation and use of branding and rebranding technologies for products and services for the competitive development of enterprises. Since they are closely related to the features of production, demand and corresponding markets, their study was carried out on the example of enterprises in the field of rural green tourism as the least researched on the one hand and the most promising for the economy of rural areas on the other. The purpose of the article is to substantiate the branding and rebranding of goods and services of rural green tourism enterprises as an important direction and tool for their competitive development. The methodological basis of the article is the methods and approaches of economic, institutional and theory of sustainable development. In particular, abstract-logical and monographic methods were used to determine the essence and functions of brands; system-structural analysis and synthesis – to substantiate the prospects of their spread. Results of the article. The issue of ensuring the competitive development of enterprises is a constant task of their strategic and tactical management. Its solution requires the use of various tools and methods, the use of new reserves and creative forms and directions of implementation. Among them, marketing technologies are of great importance and effectiveness, especially branding and rebranding of products and services as the ones that most successfully allow us to navigate consumer requests and satisfy the market. Field of application of results. The materials of the article can be used in the educational and scientific process of institutions of higher education, practical activities of enterprises and agro-villages of rural green tourism, rural communities. Conclusions. Theoretical and practical application of branding of rural green tourism enterprises creates a foundation for implementing new changes in the organization of their work and increasing the efficiency of managing their development. A plan, project or program to develop, bring to market and ensure the viability of brands in the future is of great importance. Based on the concept of branding, enterprises create stable and sustainable competitive advantages for their brands in the minds and factors of consumer loyalty. On the market, there is a struggle of brands for a place in the minds of consumers. The result of the struggle is the achievement of priority among customers. The given conclusions indicate that the main task in using the tool of branding and rebranding in rural green tourism for the future is to increase capital, market share by sales level and consumer segment in accordance with the strength of brands.

The subject of the study is the theoretical and practical aspects of the certification of enterprises and standardization of services in the tourism sector in order to increase their competitiveness. The purpose of the article is to substantiate the institutional foundations and components of the certification and standardization of tourist activities at the level of tourist enterprises and services as important tools for managing their competitiveness. The methodological basis of the article was both general scientific and special methods of scientific knowledge. Scientific research methods were used in the article: historical, system-structural analysis and synthesis, monographic, statistical-economic, problem-targeted. Results of the article. The article defines the essence of certification and standardization of tourist activity at the level of enterprises, products and services. Their leading role as a means of increasing the competitiveness of domestic tourism and its management is substantiated, including in the village The specifics and peculiarities of providing certificates and standards for agro-villages and other enterprises of rural green tourism have been determined. Their management with the help of these effective tools will contribute to the revival and preservation of rural areas. Results of the article. The results can be used by tourism enterprises, united territorial communities, regional and state authorities, non-governmental organizations, and higher education institutions. Conclusions. The above-mentioned ways of improving the procedure for certification of services in the field of rural green tourism in Ukraine are not exhaustive. Given that rural green tourism enterprises are currently in the formative stage in Ukraine, are part of the tourism industry and comprehensively solve the socio-economic problems of rural areas, it is necessary to urgently take effective steps to regulate the legal status of this type of tourist activity and the procedure for its certification in order to ensure competitiveness.

The subject of research is theoretical and practical aspects of marketing communications management, including organization of advertising campaigns in the field of tourist enterprises. The purpose of the article is to substantiate ways of improving the management of marketing communications of tourist enterprises through the organization of PR activities and advertising campaigns. The methodological basis of the article is the theoretical provisions of the economy of enterprises, a set of general scientific and special research methods, including: systemic approach, monographic, statistical and economic, analysis and synthesis of economic information. Results of the article. It was determined that the management of marketing communications is an important component of the activities of tourist enterprises. Its elements are advertising campaigns and PR management tools. Therefore, the development of the structure and budget; determination of tools and implementation locations; selection of target audiences; evaluation of results are important areas of management improvement. The correct development of an advertising campaign for tourist enterprises is an important direction for improving the management of their activities. It means establishing its priority goals; development of an advertising budget, a list of advertising means; determination of the most effective place and time for placing advertising messages; monitoring and control of results; adjustment of management methods and tools if necessary. Field of application of results. The results can be used by tourism enterprises, territorial communities, regional and state authorities, public organizations, individual entrepreneurs and activists, institutions of higher education, scientific institutions. Conclusions. Advertising campaigns and other means of PR activity are an important part of marketing communications of tourist enterprises and their management. An advertising campaign allows you to control the promotion of tourist services, make adjustments to sales activities, create and consolidate among consumers a stable understanding of the advantages of the services of this particular tourist company. It is important to emphasize that, as shown by the experience of the advertising campaigns of the world's leading tourism companies, advertising must take into account the peculiarities of the country, region, social and political situation in society. Thus, the correct development of an advertising campaign involves establishing the priority goals of the campaign, its budget, and determining the most effective place and the time of placing advertising messages, the target audience – is one of the most important and relevant directions of improving the management of the development of tourist enterprises and their marketing communications.

The subject of the research is the peculiarities of the functioning of tourism business enterprises in the context of rural development. The purpose of the article is to analyze the resource potential, conditions of organization and foreign experience of rural green tourism enterprises, assessment of the effectiveness of tourism and agricultural activities in rural areas. The methodological basis of the article is the methods and approaches of economic, institutional and sustainable development theory. In particular, systematic and holistic approaches, methods of analysis and synthesis, structural modeling were used; monographic; abstract-logical. The results of the article. It is determined that socio-economic resources of rural green tourism enterprises are understood as labor resources, accommodation facilities, separate utility rooms, machines and equipment or devices, production and technological processes (wine, food, oil and fat, fruit and vegetable canning, etc.), certain productions and activities growing flowers, medicinal herbs, farm animals, picking fruits and berries, mushrooms, honey production, fish farming, etc.) as sightseeing sites or tourist attractions. It is established that the tendency to increase the influence of tourism and resorts on the dynamics of economic and social development of the region is maintained by increasing domestic and foreign tourist flows, as well as increasing revenues from tourism to the local budget. It is substantiated that the assessment of economic efficiency of rural green tourism enterprises should be carried out on the basis of the volume of services provided by them, the costs of their implementation and profits. Field of application of results. The obtained results can be used in the process of further scientific study of an important problem – improving the efficiency of the market of tourist services and rural green tourism enterprises. Conclusions. It is established that rural green tourism enterprises in the leading countries of the world have developed significantly, and their number is 10.0-50.0 times higher than the number of domestic ones. Thus, rural green tourism is a mass activity, employment and income of rural residents. Therefore, in European countries, it is seen as an alternative to agriculture, where the number of employees is constantly declining due to automation and digitalization, and its support has become a state program. It also provides recreation for almost 1/3 of all tourists. Therefore, it is important to implement the most effective areas of experience in rural tourism in Ukraine. This is the organization of thematic annual advertising campaigns for rural recreation with state and regional support; indirect state support in the form of non-taxation; development of pilot projects for the development of rural green tourism for individual rural areas; combining rural green tourism with gastronomic, cognitive, etc. types of tourism; strengthening the greening of rural green tourism.

The subject of the study is the process of formation and implementation of competitive strategies of enterprises in the conditions of globalization of markets. The purpose of the article is to study the relationship between the globalization of markets and the development of competitive strategies of enterprises, as well as to provide recommendations to enterprises on the development of effective competitive strategies that take into account global trends and the peculiarities of local markets. The methodological basis of the article can be various research approaches and methods, depending on the specific orientation. The methods of economic analysis are used, in particular, comparative analysis of various competitive strategies, SWOT analysis, Porter's analysis, and others. Also used are methods of sociological research, in particular surveys of various groups of stakeholders, or methods of practical experience, including case studies of successful enterprises and their strategies. Results of the article. It has been established that in the conditions of globalization of markets, enterprises must develop competitive strategies that take into account the trends of global market development and the peculiarities of competition in different regions of the world. The main factors influencing the development of competitive strategies of enterprises in the conditions of globalization of markets are identified, in particular: changes in the political, economic, socio-cultural and technological environment, the growth of competition, changes in consumer requirements, the strengthening of the influence of regulatory bodies, etc. The main strategies that can be applied by enterprises in the conditions of globalization of markets, such as: differentiation strategies, cost reduction strategies, focusing strategies and combined strategies, are studied. It was found that the success of the company's competitive strategy in the conditions of globalization of markets depends on several factors, in particular: choosing the right strategy, effective management of resources, adaptation to local conditions and interaction with partners. Recommendations are given on the development and implementation of competitive strategies of enterprises in the conditions of globalization of markets, in particular: analyze trends in the development of the global market. An additional result is the identification of key factors that influence the formation and implementation of competitive strategies of enterprises in the conditions of globalization of markets. This enables enterprises to more effectively adapt to changing market conditions and develop their strategies based on the analysis of these factors. Field of application of results. The recommendations for the development of competitive strategies that have been formulated can be used by enterprises of various sizes and industries that wish to compete in international markets. In particular, the research can be useful for managers who are responsible for the development of company strategies, as well as for researchers and teachers who deal with problems of competitiveness of enterprises. Conclusions. The development of competitive strategies of enterprises in the conditions of globalization of markets is an important factor in their success and preservation of competitiveness. Effective selection and implementation of strategies requires a deep analysis of external and internal environmental factors, a thorough study of the competitive field, and the use of modern strategic management tools.