PECULIARITIES OF THE FORMATION OF AGRARIAN REGIONS’ BRANDING IN THE CONTEXT OF EUROPEAN INTEGRATION

Abstract

The article examines the peculiarities of the formation of agrarian regions’ branding. The differences between the branding of territory and goods and services are identified. It is substantiated that the use of modern technologies in production can increase the competitiveness of an agrarian region and make its products more attractive to consumers. It is proved that an important direction of development of branding of agrarian regions is the involvement of local agricultural enterprises and producers in the process of territory branding. The main stages of preparing a marketing strategy for branding agrarian regions are identified. Various programmes for the development of city branding are studied, indicating the identity of the selected regional features. An important direction of development of branding of agrarian regions is the involvement of local agricultural enterprises and producers in the process of branding the territory, which will help to improve their image. In general, the development of a branding strategy includes ten stages, but their number can vary both upwards and downwards. It has been established that an important stage in the implementation of the marketing strategy is the formation of a project budget that takes into account the costs of the marketing campaign. From the perspective of branding agrarian regions, these territories, despite such a large scale of agribusiness, are positioned by other unique characteristics that contribute to the investment attractiveness and identity of the regions. On the basis of analytical data, the leaders among the regions engaged in agrarian business are identified. The ineffectiveness of brand development strategies of these cities in terms of their identification as agrarian regions is substantiated. The necessity of developing branding strategies for agrarian regions is proved, taking into account the need for close cooperation between state authorities, local governments, business and society representatives. The branding of agrarian regions is based not only on the development of the territories themselves as a geographical object, but also on the entities located there.