Formation of the Region’s Image as a Basis for its Positioning in a Competitive Environment

Abstract

The article delves into the topical issues related to the formation of the region’s image as a basis for its posi-tioning in a competitive environment. The role of this phenomenon for the economic development of territories, its progress and positioning in a highly competitive environment is considered. The types of region’s image are highlighted. The main properties of the region’s image are revealed. It has been determined that the image of a region is presented as a combination of group and individual ideas, including the subjective attitude of different population groups towards their region. The key aspects of the region’s image promotion are characterized, the algorithm of its creation process is formalized. It is emphasized that the considered construct consists of many components, in particular, elements of economy, science, media, culture, sports, regional policy, architecture, health care, public utilities and transportation, geographical features, historical heritage, the consideration of which in the construction of the image of the region provides the comprehensiveness and purposefulness of marketing actions. Conclusion dwells upon the fact that the image of the region provides the formation of the region’s image aimed at developing various aspects of life of a particular territory – history, traditions, coopera-tion with other regions.