FORMATION OF BUSINESS IMAGE OF REGIONS AS A PREREQUISITE FOR THEIR DEVELOPMENT

Abstract

The article is devoted to the development and substantiation of theoretical and practical principles of forming the business image of the regions. Approaches to the concept of "image" are clarified, the relationship among image, brand and reputation is outlined. It is proved that the image is essentially a multifaceted concept, in particular an intangible asset, mental representation, an element of communication that aims to adjust the perceptions and re-quests of specific target groups. The importance of forming a positive image of the region is due to the need to create a favorable business environment, promote the well-being and living standards of local residents, the formation of effec-tive business environment formats in terms of strengthening European integration processes. Emphasis is placed on the interpretation of a positive business image of a region or territory as a factor in creating a favorable impression of Ukraine and its regions as a whole, which increases their prestige in the international community. The types of measures implemented in the process of image formation of Lviv region are considered. Modern characteristics of the Lviv city brand are revealed. The marketing strategy of the territory development is substantiated, which covers nine stages and can be used to form and maintain the business image of Lviv region. This strategy includes situation analy-sis, goal setting, market segmentation, market research, positioning and branding, selection of a set of PR communica-tions tools, development of evaluation tools, budget preparation, strategy development and implementation plan. The obtained results of the study of the components and characteristics of the modern brand of the city of Lviv allow us to present it as a friendly city, open to the international community with a European heritage, which is characterized by the preservation of a unique atmosphere, Ukrainian national and spiritual values.