Vintoniak Alla, PhD in the field of 103 «Earth Sciences», Senior Lecturer, Department of Management and Administration, Ivano-Frankivsk Educational and Research Institute of Management of West Ukrainian National University, Ivano-Frankivsk, Ukraine.

ORCID: 0000-0002-7729-7602
e-mail: alla.vintoniak22@gmail.com

Territorial Community Brand as an Intangible Asset in the System of National Wealth Formation

Introduction.

The article examines the brand of a territorial community through contemporary approaches to forming national wealth and developing intangible assets. The study’s relevance stems from the growing importance of reputational, social, and institutional capital in ensuring the competitiveness of territories and states. Particular attention is paid to substantiating the economic nature of a territorial community brand as a specific form of intangible capital that can influence the capitalization of territorial resource potential.

Introduction. Modern approaches to interpreting national wealth go beyond the traditional view of it as a set of material resources. These approaches increasingly incorporate the intangible components of development. In the academic literature, however, the brand of a territorial community is predominantly considered a marketing or communication tool. Its role in forming national wealth remains insufficiently explored. This necessitates rethinking the role of territorial branding in a country’s economic potential and identifying the mechanisms through which it influences socioeconomic development.

Purpose. This study aims to provide a theoretical basis for the territorial community brand as an intangible asset and a specific form of territorial capital in the formation of national wealth, as well as to identify mechanisms for converting a community’s resource potential into economic, social, and institutional value through brand management tools.

Results. The article summarizes the evolution of scientific approaches to the concept of “national wealth” and identifies the growing significance of intangible assets within its structure. It proposes an original approach to interpreting the territorial community brand as a form of intangible territorial capital, integrating its reputational, social, cultural, and institutional characteristics. The article develops a conceptual model of national wealth formation through territorial community brand management and substantiates the logic of transforming natural, human, economic, and cultural resources into reputational capital and subsequent economic development effects. Additionally, the article proposes an approach to assessing the territorial community brand based on an integrated index that takes into account reputational, investment, tourism, social, and digital components.

Conclusions. The territorial community brand is substantiated as a tool for territorial positioning and as an intangible asset involved in the formation of national wealth through the capitalization of local resources. Effective brand management has been shown to increase investment attractiveness, develop entrepreneurship, enhance tourism activity, and strengthen social cohesion within the community. These results can be used to develop local strategies and further research in managing territorial intangible assets.

Keywords: territorial community; territorial brand; brand management; national wealth; intangible asset; reputational capital; territorial capital.

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