ISSN 2786-4561 (printed)
ISSN 2786-457X (online)

Vol.6.1 (2025). рр. 28-39

Global Geopolitical Role of a Territory as a Factor in the Formation of a Territorial Branding: Foreign Experience

Uliganets S..

https://orcid.org/0000-0002-9960-6752

Kramarenko O.

https://orcid.org/0009-0003-9785-0641

Taras Shevchenko National University, Kyiv, Ukraine

https://doi.org/10.17721/2786-4561.2025.6.1.-4/11

Annotation. The study is aimed at understanding the importance of territorial branding as one of the tools for increasing Ukraine's competitiveness in the period of post-war reconstruction. Given that branding contributes to the activation of additional traffic of people (residents) to the country, before setting goals to attract investors and tourists, it is necessary to take into account the internal and external development environment. Thus, the article confirms the idea that the political factor in branding plays a crucial role, which can complicate the development of any industry. Using the example of the tourism industry as one of the sectors of the world economy that makes a direct contribution to socio-economic development, the author reveals the experience of recovery in countries (Turkey, Armenia, Tunisia, Azerbaijan, Georgia, Moldova) where military operations were conducted. The need to use the concept of territorial branding after the victory of our country is due to the fact that after the Russian invasion, Ukraine's image in the world became closely associated with war, humanitarian crisis and destruction. The current perception is both a challenge and an opportunity for future actions to overcome the economic, social, and political crises through the development of the tourism sector. It has been found that the process of reviving tourism and establishing foreign economic relations involves active state support and stimulation of local business development. Based on this, a direct correlation is established between the measures taken (financial support, infrastructure development, promotional campaigns, security enhancement) by public authorities and the implementation of the territorial branding strategy. The author emphasizes that the media (journalists), international partners, and volunteers are effective tools of territorial branding to ensure the country's positive positioning in the information space. It is determined that in order to form the brand of Ukraine, it is necessary to start with the transformation of the global media space, which will attract new tourist flows.

Keywords: territorial branding, development strategy, tourism sector, military aggression, international experience, marketing.

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Declaration of the Conflict of Interest