БРЕНДИНГ ТЕРИТОРІЙ У ВІДНОВЛЕННІ УКРАЇНИ: ВІД ІМІДЖУ ДО СТРАТЕГІЧНОГО ПОЗИЦІОНУВАННЯ

The article explores territorial branding as an instrument of strategic positioning and development of Ukrainian territorial communities in the context of post-war recovery. The study emphasizes the need to move beyond the traditional understanding of branding as a tool for creating a positive image and to consider it as an element of strategic public management. The main components of territorial branding are identified, including territorial identity, investment potential, entrepreneurship development, human capital, international partnership, digital communication, tourism and cultural potential, and social cohesion. Particular attention is paid to the involvement of local residents, businesses, public organizations, educational and cultural institutions in shaping the territorial brand. The study also identifies possible positioning directions for Ukrainian territories, such as resilience and recovery, economic and investment development, cultural heritage, safety and quality of life, tourism, innovation and education. It is emphasized that the choice of a particular positioning model should correspond to the actual resources, needs and development priorities of each territory. The effectiveness of branding depends on the consistency between the image communicated by a community and the real results of its recovery, including improvements in infrastructure, public services, business conditions and quality of life. It is concluded that territorial branding can contribute to strengthening the competitiveness of communities, attracting investment and international resources, developing human capital, increasing public trust and supporting long-term socio-economic recovery. The research also highlights the importance of integrating branding activities into local development strategies and recovery programs. A systematic approach to territorial positioning can help communities communicate their competitive advantages more effectively to residents, investors, tourists and international partners. Therefore, territorial branding should be viewed as a long-term process that combines communication, governance and practical measures aimed at strengthening the development potential of Ukrainian territories.