Green marketing and territorial branding as a regional identity economy element

Abstract

The aim of the study is to substantiate the idea of developing the identity economy of the socio-economic territorial system on the basis of adapting the classical marketing concept “4P” to territorial marketing taking into account the principles of green marketing. The study is based on the following methodological approaches: institutional and behavioral approaches to the identity economy, the integrated approach and the principle of complementarity, which involves the analysis of the organizational structure of the object, accounting for internal and external interactions, the practice-oriented approach, which involves solving the problems of improving the investment attractiveness, image of territories, the formation of their identity as socio-ecological economic systems. The authors propose to consider territorial marketing as a strategic tool for managing socio-economic and environmental components of the territorial system. Territory identity economy acts as a relationship of market agents who identify their needs and interests with the consumer properties of the given territory. The stages of territorial green marketing strategy are developed. An important direction of marketing activity is branding, which includes the development of communication strategy for forming the image of the territory. The authors substantiate the algorithm of territorial brand formation, which consists of four stages: socio-economic analysis of the territory, development of the brand concept, visual representation of the brand, creation of the brand management structure.