The article deals with the issues of territorial branding as a tool for the strategic development of cities and regions. In the context of global globalization processes there is a rigid competition between territories for resources: human, financial flows, tourist flows. Understanding this issue by territorial communities, authorities in Ukraine led to the development and approval of marketing strategies of individual Ukrainian cities. The creation and widespread distribution of Ukrainian territorial brands will enable domestic cities, both large and small, rural areas and regions, followed by a chosen strategy, solve their social and economic tasks. The purpose of the article is to analyze the basic methodological principles that are used in the Ukrainian practice of territorial branding and its impact on socio-economic development. It is determined that the geographical position and global geopolitical role of the territory, natural resource potential of the territory, national-cultural features of the country and its regions, current visual policies and symbols of the territory are affected. Investigated that in today Ukraine there are clearly formed brands of territories that already make their positive contribution to the socio-economic Development of cities, rural areas and regions in general.

Problem Statement and Purpose. The article examines the current state of geodemographic processes in the Odesa region on the basis of the new administrative system. To achieve this goal, studies were conducted, as a result of which it was established that the main factor affecting geodemographic processes in the region is depopulation, which is partially compensated by positive migration. This indicates the need to revise the demographic policy in the region as part of the decentralization reform. The purpose of this article is to conduct and analyze the geodemographic process (GDP) in the Odesa region in modern conditions of transformation of social relations and administrative reform. Within the scope of achieving the goal, the following tasks were completed: an analysis of the administrative-territorial system in the Odesa region was carried out, particularly in the focus of GDP changes, to analyze the dynamics of demographic indicators, the rate of birth, death rate, natural increase/decrease of the population, migration increase. Data & Methods. When writing the article, traditional general scientific methods were used, which were combined with special methods of population demography and geography research. Statistical materials of the demographic situation at the national and regional levels were used for data analysis, and statistical and specific demographic methods were used for their subject processing. Excel software was used for data processing for the obtained results. When writing the work, data from official statistics were used. Results. In order to improve the geodemographic situation in Odesa, the necessary regional programs should be adopted, which should be aimed at increasing the birth rate, creating new jobs, improving the population’s life and improving its quality, reducing mortality rates, supporting young families, etc. Implementation requires a systematic approach and balanced decisions of regional and executive authorities.