BRANDING OF THE TERRITORY IN THE CONTEXT OF DECENTRALIZATION IN UKRAINE
Journal Title: Наукові праці. Серія "Політологія" - Year 2018, Vol 314, Issue 302
Abstract
The process of decentralization in Ukraine involves a number of reforms that should contribute to the country’s effective development. Among such reforms are the reform of local self-government and the administrative-territorial reform. The whole set of measures involves the creation of an effective base of the administrative-territorial system – the territorial community. The matter is exactly in the «able» territorial community. An important place for an effective strategy for the development of a territorial community is the branding of the territory in both economic and political contexts. After all, the effective management of the territorial community, the rational allocation of funds, the organization of community cultural development – the basic aspects to which attention should be paid. Branding can be a powerful tool for the development of territories and the most important part of regional strategies. The mentioned questions are devoted to this research. Despite a rather wide range of studying branding issues in the development of regional planning, basically all scientific developments are concentrated in the economic sphere, but its political component still remains relevant. The purpose of the study is to reveal the features of branding of the territory in the context of decentralization in Ukraine. While the disclosing the purpose of the study and the main tasks, the following methods were used: analysis, synthesis, comparison, system method, functional method. In the course of the study, attention is drawn to the definition of the basic concepts – «branding of the territory», «image of the territory», «able territorial community». The main directions of the formation of a successful branding strategy for the territorial communities are determined, as well as the main errors that are allowed in the process of strategic planning of branding of the territory. In conclusion branding can ensure the competitiveness of the territorial community, provide an opportunity to effectively manage the functions, promote quality service of citizens, rational allocation of funds. However, certain reservations are also made regarding the selection of branding as a strategy for the development of a territorial community.
Authors and Affiliations
Т. Lushahina, A. Suprun
Keywords
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