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Generalization of the World Experience in Using the Instruments for Territorial Community Positioning
Perepeliukova O. V.

Perepeliukova, Olena V. (2020) “Generalization of the World Experience in Using the Instruments for Territorial Community Positioning.” Business Inform 1:36–41.
https://doi.org/10.32983/2222-4459-2020-1-36-41

Section: Foreign Experience

UDC 332.3

Abstract:
The article considers the main instrumentarium for positioning the territorial communities of European countries. The experience in positioning of the territories is analyzed taking into account the process of decentralization of power. It is defined that the process of the territories’ branding is used to improve the level of territorial communities positioning. It is determined that European countries pay more attention especially to the brand of city in terms of positioning and branding of their territories, while allocating a number of key positions in which each of the cities holds a high place. It is defined that in order to improve the level of territorial communities positioning, it is necessary to develop and implement a complex system of activities by local government bodies in partnership with other stakeholders. Such activities include: elaborating a development strategy; identifying the local advantages and unique territorial features; developing an efficient marketing strategy; developing local infrastructure; spreading the educational programs; creating organizational structures of marketing; forming partnerships; creating an efficient information-communication network.

Keywords: territorial community, positioning, European countries, brand, marketing instrumentarium.

Fig.: 1. Bibl.: 14.

Perepeliukova Olena V. – Doctor of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economic Relations, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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