OLEKSII V. LYULYOV, TETYANA V. PIMONENKO, YANA O. US, OSEI OWUSU EVELYN KUMAH, EDWARD OWUSU
Formation of the territorial brand under gender consideration
(original language – English)
https://doi.org/10.21272/mer.2021.93.04
Nowadays, the issues of the territorial force of attraction and strategic development are growing more urgent. Territorial branding is one of the crucial stages in this process. It highlights the real and creates new narratives of the particular territory in time and space. The systematization of scientific sources showed that the theoretical and practical studies on territorial branding are contradictory due to the influence of many stakeholders preventing from elaborating a unique concept for territorial development. While territorial development is a complex system depending on the residents' perceptions and attitudes, the issues of gender aspects of regional identity are still poorly developed. Therefore, the formation of the territorial brand is becoming relevant due to the necessity to balance the interest of different social groups. This paper summarizes the arguments and counterarguments within the scientific discussion on the territorial brand's formation under consideration of gender features. This research goal is to consider the role of gender features in the mechanism of territorial brand formation. The study subject is the gender features in territorial units. The methodological base of the study involves the abstraction technique, generalization method, synthesis, graphical methods, and system analysis. In the study frameworks, the authors unveiled the differences in information perception between men and women. The main gender inequalities influencing the attitude to the territory were considered. The findings showed that territorial brand is not only the tool for promoting territory. It formulates territorial identity, mitigates and overcomes gender inequalities, and increases competitive advantages of territory.
Key words: gender, gender inequality, branding, territory, territorial identity, territorial brand.
Placed in №3, 2021.
Affiliations:
Oleksii O. Lyulyov, D.Sc. (Economics), Professor, Department of Marketing, Sumy State University;
Tetyana V. Pimonenko, D.Sc. (Economics), Associate Professor, Department of Marketing, Sumy State University;
Yana O. Us, Ph.D. student, Department of Marketing, Sumy State University;
Osei Owusu Evelyn Kumah, Ph.D. student, Department of Marketing, Sumy State University;
Edward Owusu, Ph.D. student, Department of Marketing, Sumy State University
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