Albeshchenko Oleksii, PhD in Economics, Mykolayiv National Agrarian University, Mykolayiv, Ukraine

ORCID ID: 0000-0002-9920-7049
e-mail: aalbeschenko@gmail.com

Development of a Regional Tourism Brand on the Example of the Nikolaev City Territorial Community

Abstract. Introduction. As the business market develops, the presence or absence of a “brand” in the customer’s environment becomes an important factor in creating customer preferences. A trademark implies the use of a certain philosophy of the implementation of this “brand” using a set of marketing communications that direct information to the target group of consumers in accordance with their expectations. The brand symbolizes the stability of the characteristics and properties of the tourist service, the level of customer service. A brand is an obligation of a tourist enterprise to provide the consumer with a tourist product or service that corresponds to a certain set of properties and benefits.

Purpose. City branding is a new area of activity. Therefore, some regions faced a number of problems in choosing the most effective tools for branding. The case of the city of Mykolayiv, which successfully created a brand to attract tourists, given in the article, confirms the importance of considering various symbols and elements for the final formation of a brand of the city and achieving success in popularizing the territory.

Results. To ensure the sustainable development of the city, it is important to create its brand based on the application of a strategic approach. By creating a suitable strategy, branding of the city is carried out to improve its attractiveness for tourists. Considering the ability to make the area more appealing to tourists, its implementation can be a key component of efficient techniques of territorial management for their development.

Conclusions. The presence of a positive brand will allow to attract external and activate internal resources, improve the quality of life, form an attractive image of the territory and ultimately increase the city’s competitiveness, including in the tourism industry.

Keywords: brand; branding; city brand; tourist destination; logo.

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