BRANDING OF THE TERRITORY AS A MARKETING TOOL FOR THE DEVELOPMENT OF RURAL AREAS OF THE REGION

Abstract

The article examines the role of branding territories in stimulating rural development. The definition of rural areas and rural development is given, while emphasizing the diversity and changing nature of rural regions. The concept of territorial branding is presented, emphasizing its potential as an endogenous tool for stimulating rural development. It has been established that active territorial branding can create a positive image of rural areas, attracting investment, tourism and residents. However, it is extremely important to identify the unique characteristics of each rural area and avoid copying the strategies of cities and larger settlements. The theoretical basis for understanding how the branding of an area can stimulate rural development is presented. The transformation of rural areas from regions dominated by agriculture to regions with a service-oriented economy is changing their image and perception. To counter negative perceptions and attract investment, residents and tourists, rural areas can engage in branding their territories. The examples of North Karelia and Portugal for creating a strong rural district brand are considered.