Branding of the country in the sphere of agricultural business as a condition for an attractive living

Andreichenko Andrii
Doctor of Economics, Professor, Head of Economics, Law and Business Management Department, Odesa National Economics University, Odesa, Ukraine, E-mail:a.andreichenko@oneu.ukr.education, ORCID ID: https://orcid.org/0000-0002-1854-9099

Zhurylo Serhii
candidate of legal sciences, candidate for the degree of Doctor of Economic Sciences, Department of Economics, Law and Business Management, Odesa National University of Economics, Odesa, Ukraine, E-mail:zat-ukr@ukr.net, ORCID ID: https://orcid.org/0000-0002-4355-5060

Cite this article:

Andreichenko A., Zhurylo S. (2024) Branding of the country in the sphere of agricultural business as a condition for an attractive living. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Brendyng Ukrainy u sferi agrarnoho biznesu yak umova pryvablyvoho prozhivannia; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 7-8 (320-321), pp. 17-22.

Abstract

The article is devoted to the analysis of the peculiarities of studying the branding of the country in the field of agrarian business as a condition for attractiS.ve living in it, the definition of an effective strategy of the country's brand in the field of agribusiness, the application of innovative solutions for economic development. Effective branding in the field of agrarian business as a condition for attractive living in it is an important and urgent task. It requires an integrated approach that includes infrastructure development, improvement of the quality of life, creation of favorable conditions for business and investors, as well as active promotion of the country at the international level. Successful branding can become a key factor in attracting new residents and contribute to the country's sustainable development. It was concluded that the creation of branding is a strategic goal that determines not only the economic perspective, but also socio-cultural development. Ukraine, as a modern country with a multi-layered history, unique culture and natural wealth, has the potential to become an attractive place to live, work and relax. An effective country brand strategy involves the implementation of a set of measures aimed at raising awareness of Ukraine as a powerful, dynamic and open country for cooperation. This includes the development of tourism infrastructure, the stimulation of innovation in business and the support of cultural initiatives that contribute to the formation of a positive image. Considering the country's branding in the field of agrarian business as a condition of attractive living is not only a task of the government and business, but also the active participation of citizens in the formation of a positive image and development of the country as a whole. Cooperation at all levels of society is encouraged to achieve a common goal - the creation of Ukraine, which will be defined not only by its history, but also by a modern image, attractive to all who seek to find their home in it and opportunities for self-realization.

Keywords

branding, country development, agribusiness, innovation, strategy, economic development, safe, territorial branding, financial well-being.

JEL classification: O150; O180; D600; Q100; DOI: https://doi.org/10.32680/2409-9260-2024-7-8-320-321-17-22

UD classification: 330.34:338.435:346.544.4

References

1. Vakar, T. V. (2017). Brendynh silskykh terytorii [Branding of rural areas] 08.00.03. Zhytomyr. 23. [In Ukrainian].
2. Kalinichenko, S.. Spodar, K. (2022) Peculiarities of formation of territory branding. Modeling the development of the economic systems. DOI: https://doi.org/10.31891/mdes/2022-5- 12. Retrieved from https://mdes. khmnu.edu.ua/index.php/mdes/article/view/85 (accessed 04 June 2024). [In Ukrainian].
3. Kuzmuk, O. (2018). Territorial branding as a tool of local development. Visnyk Lvivskoho universytetu. 16. 156-161. [In Ukrainian].
4. Nahorniak, T. (2009). Brands of the world. The image of Ukrainian regions in the context of building the "Ukraine" brand. Education of the region, 1. Retrieved from https://social-science. uu.edu.ua/article/62 (accessed 04 June 2024). [In Ukrainian].
5. Odarchenko, K. (2021). Reputation of the country and national brands. Retrieved from https://lb.ua/blog/katerina_odarchenko/484614_reputatsiya_krain_ natsionalni.html (05 June 2024). [In Ukrainian].
6. Pet, I., Oliinyk, I. and Tertytsia, O. (2020). Branding as a tool for shaping the investment attractiveness of territories. Galician Economic Bulletin, 4, 173-178. https://doi.org/10/33108/ galicianvisnyk.tntu_2022/04/173. Retrieved from https://galicianvisnyk.tntu.edu.ua/pdf/65/875. pdf (accessed 06 June 2024). [In Ukrainian].
7. National brand of Ukraine: through the prism of perception of the state abroad. (2022). Retrieved from https://adastra.org.ua/blog/nacionalnij-brend-ukrayini-kriz-prizmu-sprijnyattyaderzhavi- za-kordonom (accessed 09 June 2024). [In Ukrainian].
8. Holovacheva, O. S. (2013). Problems and prospects of the development of the infrastructure of the agricultural market. Business information, 5, 178-183. [In Ukrainian].
9. Vazhynskyi, F. European experience of reforming the agrarian sector of the economy: opportunities for Ukraine: analytical note. Retrieved from http://ird.gov.ua/irdp/e20160202.pdf (accessed 05 June 2024). [In Ukrainian].
10. Kryukova, I. O. and Stepanenko, S. V. (2022). The effectiveness of domestic agribusiness in the light of sustainable development priorities. Agroworld, 9-10, 3-12. DOI: 10.32702/2306- 6792.2022.9-10.3 Retrieved from http://www.agrosvit.info/?op=1&z=3598&i=0 (accessed 07 June 2024). [In Ukrainian].
11. Urba, S. I. (2019). Priorities and tools for the development of the agricultural sector in the system of ensuring economic security of Ukraine. 08.00.03. Lviv. [In Ukrainian].