Complex diagnosis of the Cherkassy city - initial stage of territory branding

Abstract

The article deals with analytical approaches to brand development area. Attention is drawn to the fact that  it must identified the competitive advantages and unique features of the territory for the development of its brand. Through analysis of the market (competition) profile areas separate environments are evaluated. It allows to make a conclusion that environmental factors are the most important for the area and deserve less attention. It has been proved that I. Ansoff method should not be used as it has significant disadvantages but complex diagnostics of areas as the initial stage of its branding. Key competitive advantages of Cherkasy have been identified: a relatively high quality of human resources; favorable ecological situation; the necessary conditions for the development of tourism and recreation; favorable economic and geographical location  and significant transit potential, development of cross-border infrastructure; availability of Kremenchug HPP and Kremenchug reservoir , river station and river cargo port. The main potential facilities in Cherkassy are: favorable geo-economic location; the presence of a powerful gas transportation network with gas storage; developed cross-border transportation system ; intensification of cooperation with the EU, improving of the investment climate , improving of the institutional environment of economic activity ; development of the IT industry.  Potentially detected internal drawbacks of  Cherkassy include: weak links in the government- science - business system; lack of qualified intermediaries on the market of information and consulting services; unresolved problems of storage and processing of waste and crop protection chemicals; local environmental problems ; high depreciation and low efficiency in engineering infrastructure. The main potential external threats to Cherkassy are: low efficiency of cross-border transport network; significant energy consumption and the production of housing and communal services while preserving high energy prices; outflow of human capital in terms of simplification of visa regime with the EU; highly centralized economy, which limits the capacity of local government and reduces the effectiveness of regional initiatives; possibility of aggravation of the social situation due to the economic and political instability in the country.