THE MAIN COMPONENTS OF THE BRAND OF TERRITORIES AND IDENTIFICATION OF WAYS OF DEVELOPMENT OF THE ODESA REGION IN THE FIELD OF TOURISM IN TERMS OF BRAND MANAGEMENT

Abstract

The article examines the relevance and significance of brand management for territories, particularly in the context of developing the Odesa region within the tourism sector. It identifies the primary components of a brand, which include identifiers, attributes, and associations that shape the region's image in the minds of consumers. The importance of situational analysis is emphasized for assessing competitive advantages and disadvantages of the territory, which facilitates the creation of an effective branding strategy. The analysis of the current state of tourism activities in the Odesa region, based on statistical data, demonstrates the necessity for developing internal tourism, especially in times of crisis. It is noted that regions compete with each other to attract tourists, making strategic brand management a key success factor. A study of the history of place branding and an analysis of existing scientific publications reveal that territory brand management is a relatively new area of research. Drawing upon the works of leading scholars in this field, the concept of the Odesa region's brand is formulated, emphasizing its unique characteristics and resources. The article separately discusses brand components, such as identifiers that encompass the city's name, logo, landmarks, and other elements that contribute to its image. It is established that the brand attributes are associated with unique offerings and positioning of the Odesa region in the tourism market. A crucial aspect is the formation of positive associations in consumers, which fosters trust in the brand. Additionally, the article analyzes the existing competitive advantages of the Odesa region compared to other regions in Ukraine, such as Kyiv and Lviv. It is shown that despite a significant gap in tourism revenue, the potential for development in the Odesa region remains high. Suggested improvements include enhancing infrastructure, increasing service quality, and actively promoting the region in the tourism market. Finally, the article underscores that achieving success in creating a territorial brand necessitates implementing a comprehensive approach that includes resource, opportunity, and threat analysis, as well as engaging all stakeholders. Research in this area is critically important for formulating a development strategy for the Odesa region as an attractive tourist center.