MANAGEMENT OF THE DEVELOPMENT OF THE TERRITORY BASED ON THE CONCEPT OF REGIONAL IMAGE
The relevance of the study is justified by the need to find ways to strengthen the reputation of the territories, as it determines their investment attractiveness, attracts additional resources, allowing to achieve the necessary development indicators. The formation of the region's own reputation is necessary, as it enhances its recognition, attracts attention to it, allows to improve the investment climate, resulting in the development of the regional economy. At the same time, the reputation of the business structures operating on its territory is undoubtedly and important for the popularity of the region. The presence of an international industrial company in the region, which has an established positive image, makes it possible to achieve an increase in the region's attractiveness and reputation, creating a favorable attitude towards it. Theoretical and methodological analysis of the problems of strengthening the reputation of the territory has been carried out, for which the essence of the category "territory's reputation" has been disclosed, the approaches to its study and its constituent elements have been systematized, the influence of the territory's reputation on its competitive position has been determined. The article reveals that for the formation of the regional image it is necessary to have and develop all of its elements: the emotional attractiveness of the territory, social and environmental security, the confidence of the region's population in the future, the quality of building relationships with partners, the reputation of the region's leaders, the degree of innovation and investment attractiveness, etc. It is substantiated that reputation is a comprehensive tool to attract the attention of consumers and investors to the territory, the development of partnerships with business representatives, a factor in the effective promotion of regional projects and the formation of a positive image.