Digital tools for territory branding

Abstract

Territory branding is actively used for the deve­lopment and promotion of villages, towns, cities, regions, and countries in the modern world. And if earlier traditional marketing tools were enough for effective branding and promo­tion, today it is mandatory to use digital mar­keting methods and tools. The aim of the article is to substantiate and systematize digital ma­rketing methods and tools for territory branding. When conducting the research, general scientific and special methods were used: dialectical, analysis and synthesis, induction and deduction, comparative analysis, grouping, structural-logi­cal, logical generalization of results, as well as graphic. The essence, the principles and func­tions of territory branding have been determi­ned. Segments of the target audience for the promotion of territory brands have been identi­fied, such as: investors, entrepreneurs, the popu­lation, tourists. The brand development direc­tions of Ukraine and its territories are outlined. The internal and external factors of the marke­ting environment of territories are highlighted and the concept of territory branding in the digi­tal environment has been given. Digital chan­nels, methods and tools of territory branding are substantiated and systematized.