Rebranding of industrial region: Theory and provison instruments

Abstract

The formation and use of industrial region rebranding is considered in the context of the theory of institutionalism and practical tools of institutional influence on the administration of the modern region, in particular the concept of rational bureaucracy by Max Weber. Research methods include structural and logical analysis, comparative analysis, branding theories in the system of marketing management. The author’s interpretation of the essence and content of rebranding as a tool of territory marketing is based on the analysis of literary sources. The study of the practice of foreign regions and cities rebranding. The results of the study: according to the criteria and characteristics of the image profile of Zaporizhia region, its components are determined: business image (economic), status image (political), socio-image (social), geo-image (geographical), cultural-historical image, media image (information), tourism image (tourist and recreational image. The necessity of intensifying the use of the institute of big data (digital data), digital technologies as a tool for the implementation of rebranding measures in order to effectively administer the sphere of social, transport, and environmental safety of the residents is substantiated. Measures for the rebranding of the industrial city of Zaporizhia have been proposed for the target group of tourists.