Kolodnenko N. Brand management of administrative-territorial formations in the system of socio-economic development

The work is devoted to the study of theoretical and methodological approaches to brand management of administrative-territorial entities in the system of socio-economic development and is comprised of a set of theoretical and practical provisions contributing to the field’s development. The author for the first time substantiates a comprehensive approach to determining the priority areas of development of the administrative-territorial formation’s brand, which is based on the separation of a group of subbrands of socio-entrepreneurial, ecological-tourist, socio-ecological and entrepreneurial-tourist priorities and allows to build a unified-economic development, taking into account the unique competitive advantages. The thesis improves the categorical-conceptual apparatus of territories marketing through introducing the concept of "management of a brand of administrative-territorial formation" which unlike existing is considered as a complex of strategic actions of authorities and local governments directed on increase of competitiveness of object of management is expanded by identifying the key determinants of development that shape its regional identity to position itself among the core groups of stakeholders and ensure the socio-economic effect is there. The author proposes a new theoretical and methodological approach to determining the socio-economic potential of administrative-territorial formation, which in contrast to the extant literature comprehensively reckon the matrix of the functional content of the brand taking into account specific tangible and intangible factors and can be used in strategic planning of united territorial communities. The paper proposes areas for improving state regulation of tourism, which, contrary to existing ones, provide for the development of the domestic market of tourism goods and services through positioning and branding of their unique qualities, formed by an attractive image of their place of manufacture or provision. The thesis further develops the theoretical and methodological approach to the construction of organizational and economic mechanism of brand management of administrative-territorial formation, which, unlike the existing ones, provides gradual integration of brand management into the system of sustainable development and application of new brand development algorithm based on identifying strengths and values with further legal registration and promotion of marketing communication tools. The argumentation of branding as a tool to influence the socio-economic development of administrative-territorial formation in terms of attracting foreign investment for businesses and infrastructure development through the benefits of decentralization and local government reform is substantiated. The paper proposes an updated scientific and methodological approach to the development of "umbrella brand" of a particular region based on the use of multidimensional analysis tools to identify priority areas of development of brands of administrative-territorial entities, the use of which allows to distribute them into appropriate clusters and propose brand development strategies established priority, which ultimately provides a synergistic effect. The practical significance of the obtained results is to develop recommendations for brand management of administrative-territorial entities in the system of socio-economic development. The main provisions, conclusions and proposals of the dissertation, in particular theoretical and methodological approaches to building an organizational and economic mechanism of brand management of administrative-territorial formation and a comprehensive approach to determining priority areas of brand development tested and accepted for implementation in the united territorial communities of Sumy region.