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

Gazuda Serhiі (), Hotra Viktoriya (), Gazuda Mykhailo (), Kovalska Lubov (), Kifor Heorh () and Omarov Shakhin ()
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Gazuda Serhiі: PhD, Assoc. Prof., Uzhhorod National University, Narodna Sq. 3, Uzhhorod, Ukraine
Hotra Viktoriya: Dr. Sc. Prof., Uzhhorod National University, Narodna Sq. 3, Uzhhorod, Ukraine
Gazuda Mykhailo: Dr. Sc. Prof., Uzhhorod National University, Narodna Sq. 3, Uzhhorod, Ukraine
Kovalska Lubov: Dr. Sc. Prof., Lutsk National Technical University, Lvivska Str. 75, Lutsk, Ukraine
Kifor Heorh: PhD Student, Uzhhorod National University, Narodna Sq. 3, Uzhhorod, Ukraine
Omarov Shakhin: Dr. Sc. Prof., Kharkiv National University of Radio Electronics, Nauky Ave. 14, Kharkiv, Ukraine

Management Theory and Studies for Rural Business and Infrastructure Development, 2024, vol. 46, issue 2, 122-130

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.

Keywords: agricultural region; branding; brand of the region; regional development; potential; agriculture; strategy (search for similar items in EconPapers)
JEL-codes: Q18 R14 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mtrbid:v:46:y:2024:i:2:p:122-130:n:1001

DOI: 10.15544/mts.2024.13

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