Food Industry <br />Economics

Food Industry
Economics

ISSN Print: 2312-847X
ISSN Online:2411-4111
ISO: 26324:2012


Theoretical bases of branding of rural territories of southern region

Pavlova I.

Key words: brand; branding; Southern region; rural territories; theoretical bases; territorial marketing.

Page: 64-70

Abstract

In the article, based on the analysis of the scientific works of foreign and domestic authors on the issue of the theoretical bases of branding of the rural territories, the scientific relevance and practical importance of creating and promoting an attractive image of these natural and social-spatial entities as a specific territorial product, have been substantiated and promoted among internal and external consumers. Based on the creative use of interdisciplinary and marketing approaches, methods of analysis and synthesis, deduction and induction, structural and functional, SWOT-analysis, the positioning of rural territories as an agroecosystem, economic space, social environment and mental image was carried out. Taking into account the functions and public purpose of these territories, their social value and usefulness for target groups of consumers – rural and urban population, business representatives, investors, tourists, a wide range of business people and intermediaries, have been revealed. It is proved that the interest of residents and non-residents in these natural and socio-spatial entities is based on the public significance of the branding site as an integral territorial potential, the place of reproduction of the social capital, the production of goods and services that are in high demand among consumers.
The definition of a conceptual-categorical apparatus of the studied problems, which forms the basis of the theory of territorial marketing, branding of territories and brand management contributed to the solution of the cognitive and applied research tasks. The formation of the theoretical framework for the branding of rural territories of the Southern region was also facilitated by the use of special theories – positioning, images, mentality, developed by foreign marketers in the late twentieth and early twenty-first centuries.
Taking into account the geographical location, natural resource potential, natural and climatic conditions, the established traditions of management, historical and cultural and ethical characteristics of the rural territories of the Southern region, a system of representations about them has been formed as a specific attractive territorial product based on brands of recreational, tourist and agro-food territories.
The necessity of further substantiation of theoretical bases of branding of rural territories is substantiated, taking into account their social importance in the system of global, national and regional competitive relations.


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DOI: 10.15673/fie.v10i1.867

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