<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The theoretical and methodological principles of assessing the potential of agricultural regions as prerequisites for the formation of territory branding strategy are considered. The stages of using the branding of the agricultural region as a strategic development tool and the components of the brand of the agricultural region in the context of developing a branding strategy are determined. The importance of taking into account the complexity of the use of potential components and their impact on the competitiveness of the region has been updated. The list of problems, the solution of which is aimed at the use of the branding strategy of the agricultural region, is defined. A methodical approach to assessing the potential is proposed based on the definition of the synergistic agricultural potential of the region, which acts as a comprehensive indicator that unites a wide range of resources of the region’s agrarian sector. The components of the synergistic agrarian potential, which include indicators of labor, economic and resource potential, are substantiated.</p>
</abstract>

The theoretical and methodological principles of assessing the potential of agricultural regions as prerequisites for the formation of territory branding strategy are considered. The stages of using the branding of the agricultural region as a strategic development tool and the components of the brand of the agricultural region in the context of developing a branding strategy are determined. The importance of taking into account the complexity of the use of potential components and their impact on the competitiveness of the region has been updated. The list of problems, the solution of which is aimed at the use of the branding strategy of the agricultural region, is defined. A methodical approach to assessing the potential is proposed based on the definition of the synergistic agricultural potential of the region, which acts as a comprehensive indicator that unites a wide range of resources of the region’s agrarian sector. The components of the synergistic agrarian potential, which include indicators of labor, economic and resource potential, are substantiated.

Assessment of the Potential of Agricultural Regions as a Prerequisite for the Formation and Development of Their Branding

PhD, Assoc. Prof., Uzhhorod National University

Dr. Sc. Prof., Uzhhorod National University

Dr. Sc. Prof., Lutsk National Technical University

PhD Student, Uzhhorod National University

Dr. Sc. Prof., Kharkiv National University of Radio Electronics

Management Theory and Studies for Rural Business and Infrastructure Development

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

The theoretical and methodological principles of assessing the potential of agricultural regions as prerequisites for the formation of territory branding...

Assessment of the Potential of Agricultural Regions as a Prerequisite for the Formation and Development of Their Branding

Publié en ligne: 10 juil. 2024

Pages: 122 - 130

Reçu: 01 mars 2024

Accepté: 08 mars 2024

DOI: https://doi.org/10.15544/mts.2024.13

Mots clés
agricultural region, branding, brand of the region, regional development, potential, agriculture, strategy

© 2024 Serhiі Gazuda et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Assessment of the Potential of Agricultural Regions as a Prerequisite for the Formation and Development of Their Branding

Publié en ligne: 10 juil. 2024

Pages: 122 - 130

Reçu: 01 mars 2024

Accepté: 08 mars 2024

DOI: https://doi.org/10.15544/mts.2024.13

Mots clésagricultural region, branding, brand of the region, regional development, potential, agriculture, strategy

© 2024 Serhiі Gazuda et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Mots clés
agricultural region, branding, brand of the region, regional development, potential, agriculture, strategy