Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 21 ISSUE 2
Written by Halyna KUTS, Volodymyr NAKONECHNY, Iryna ZASTAVA, Bohdan KUTS, Oksana MALYSHEVA

The goal of the paper was the analysis of marketing strategies for rural territories development in Ukraine in the context of the decentralization reform that started in 2014. A theoretical and methodological approach was made based on general scientific methods of cognition in relation to the problems of rural development (empirical, analytical, comparative and descriptive methods) as well as a systemic and structuralfunctional analysis in connection with the legislation in force regarding the new administrative-territorial structure of Ukraine, which was formed as a result of the decentralization reform. The success of decentralization practices is manifested, in particular, in the fact that a strong regional identity is being formed, which is able to strengthen the national identity. In the formation of marketing strategies for the development of rural areas, the concept of territory branding is important, as the territory brand contributes to a significant strengthening of regional identity. Under the condition of effective branding of rural areas, some areas may become more interesting in terms of investment attraction, various business projects development, tourist infrastructure formation and so on. In addition, territorial branding often leads to an increase in self-esteem of the population of certain rural areas, which contributes to the reduction of conflict potential at the local level. The initiators of the formation of marketing strategies for rural development should be local authorities. It is stated that successful branding of territories is able to act as a determinant of effective economic development of rural areas.

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