No abstract

From the perspective of socioeconomic development framework, the article provides insights on the contemporary issues of branding management of administrative territorial units. Following the analytical review data on Sumy region communities based on the calculation of budget efficiency as the ratio of the community general fund income (financial potential of united territorial communities (UTC)) and the general fund expenditures, the hypothesis as to the consistent relationship between the successful performance of the united territorial community and strategic approach to its management has been verified. As the key priorities for the united territorial communities brand development the study offers to consider the following: UTC social priority group brands; UTC entrepreneurial priority group brands; UTC tourism priority group brands; and the UTC green brands. Based on the proposed algorithm for setting the priority areas of the united territorial communities brand development, a strategic matrix of UTC brand development of the Sumy region has been constructed. The implementation of the given strategic approach to setting the priority areas of the united territorial communities brand development will contribute to building a successful marketing strategy for the Sumy region as an umbrella brand that combines subbrands of united territorial communities, further distributed according to the development priority criterion. This approach allows, on the one hand, to design a unified algorithm for the development, operation and implementation of territorial branding and marketing, and on the other – to consider the unique characteristics of each of the UTC with its individual set of competitive advantages, specific history, image, key resources available and associated problems.

Introduction. One of the key principles of forming an effective management of the territory is the implementation of the marketing function, which determines the identity and provides promotion of the unique features of the administrative-territorial formation. In this regard, the question of building marketing systems for managing the competitiveness of the territory through the prism of brand formation should be reconsidered. The purpose of the article is to substantiate the algorithm and components of the organizational and economic mechanism of brand management of administrative-territorial formations. Results. It has been determined that building a brand of a united territorial community is a complex process that must take into account a range of features of both figurative-emotional and functional nature. It is substantiated that the promotion of the brand of administrative-territorial formation is a system of marketing tools (technologies) and effective practical measures to disseminate in the market and non-market environment relevant information about the object and subject of branding to form loyalty to it of internal and external consumers. Brand promotion is the second component of branding, which is released after the creation of the brand. Marketing strategy is the implementation of long-term priority goals for the development of agricultural areas, which is achieved by creating and promoting their brand using appropriate tools. A strategic approach to determining the priority areas of brand development of united territorial communities is proposed, which is based on the separation of UTC subbrands such as social-entrepreneurial priority, ecological-tourist priority, socio-ecological priority and entrepreneurial-tourist priority. This allowed to build a unified algorithm for the development and implementation of territorial branding, taking into account the unique competitive advantages of individual UTCs. Key words: marketing, brand, united territorial community (UTC), organizational and economic mechanism of brand management, algorithm.

The article examines the issue of using the concepts of innovative marketing and social-ethical marketing as related elements to increase the competitiveness of the enterprise. The purpose of the article is to study the possibility of combining the concepts of innovative marketing and socio-ethical marketing for the formation of sustainable competitive advantages of enterprises on domestic and global markets. The authors identified the main trends in consumer behavior in 2023 according to the report of the research company Euromonitor International and the possibility of using these trends for the implementation of innovative activities of the enterprise. It has been established that the needs of modern consumers are based on the principles of sustainable development and social responsibility. The main features of innovative marketing and socio-ethical marketing in terms of marketing complexes are established and synergistic connections between the two concepts are proposed. Also, as an idea for the development of the farm, the fragmentation of sown areas into ecological plots was proposed, where measures to improve the component qualities of products will be maximally observed. The authors proposed innovative steps of the company’s activity using the principles of social and ethical marketing. On the example of the farm company “Batkivshchyna” of the Krasnopilska community of the Sumy region, the possibility of combining the principles of innovative and socio-ethical marketing in its activities was considered. In the study, the authors proposed the production of pellets to improve the innovative and ecological indicators of the area of the Krasnopilska community and provide the population with energy resources for heating. The authors determined the amount of expenses for the farm to purchase equipment and the level of profitability of the activity of producing the pellets. It was determined that the introduction of innovation into the company’s activities will create certain positive social effects in the future, which will lead to the improvement of the economic condition of business and the development of the territorial community.

Introduction. The rapid implementation of administrative-territorial reform in Ukraine requires the search for new effective tools to increase the economic and social efficiency of united territorial communities. Given that the main factor in the successful economic activity of a legal entity is an effective marketing policy, we hypothesized that the formation of the economic system of UTC should take place on the basis of marketing with brand development in this area. In such circumstances, there is a need to define the nature and relationship between the marketing of the territory and the territorial brand. Goal. The purpose of this article is to determine the systemic relationships that take place in the brand formation of a united territorial community on the basis of and using the tools of innovative territorial marketing. Method. The following methods were used during the research: abstract-logical, monographic, generalization, system analysis and synthesis. Results. Theoretical bases of territorial marketing development in the united territorial communities are improved and forms of their realization are defined. It is proved that territorial marketing is a full-fledged system of actions of public authorities and local governments, interested individuals and legal entities to identify and promote unique and demanded in the external environment advantages of a region, which allows to create attractiveness and prestige of this territory and its resources. The methodological basis of interdependent relations in building a brand of a separate territory on the basis of marketing is formed. The strategic directions of activity of local self-government bodies at development of a competitive brand are substantiated. Brand filling matrices with key influencing factors are constructed. Keywords: united territorial community, territorial marketing, territory brand, tourism.