Development of effective territories brands with using migration flows econophysical models

Abstract

The aim of the research is to substantiate the statement that the brand of the territory is intended to become a driver of the territory development and positive changes in the economic situation of the population living there. The problem of developing effective territory brands and possible mechanisms of their solution is discussed. The article focuses on the fact that at the moment, when developing territory brands, as a rule, aesthetic criteria prevail over economic ones, which suggests that customers more often need a quick and superficial result, rather than the real development of the territory. Special attention is paid to the effectiveness of the developed brands, as this very aspect usually “falls out” of the attention of customers and developers. The scientific novelty of the research is that one of the methods to find out the reasons for the insufficient development of the territory by the authors is the study of migration flows, as they clearly demonstrate the desire (or unwilling- ness) of the territory’s population to participate in its development. It is noted that the currently dominant gravitational model of migratory flows formation is clearly outdated and needs to be replaced by a new one that reveals more deeply the mechanism of migration processes. The result of the study is a proposed mechanism for taking into account the indicators of migratory flows to manage the brand of territories, and the conclu- sion is that in today’s conditions of special importance is a competent and timely information about the pros and cons of each territory, which requires the inflow of a certain number of new residents and the retention of the population of indig- enous peoples. Branding is one of the most effective tools for such information.