STRATEGIC POSITIONING OF TERRITORIES IN THE GLOBAL ECONOMY: BRAND DEVELOPMENT IN ACCORDANCE WITH THE MATRIX OF COMPETITIVENESS OF TERRITORIES

There is a developed market of territories in today's global economy, where the profitability of economic objects is determined not only by their internal factors, but also by their location and their relationship with an attractive territorial formation in a certain temporal perspective, and their perception by a potential audience. There is a need to identify mechanisms for assessing and comparing areas, as well as the prospects for their chosen positioning strategy. The article is devoted to the strategic positioning of territories in the global economy in accordance with the matrix of competitiveness which is based on the choice of brand priorities for specific types of social, economic and technological factors positioning (SET-factors) for the modified Cagan-Vogel breakthrough positioning model. The paper shows the mechanism of competitive positioning of the brand territory using the competitiveness matrix of the territory, the perspective type of its strategic positioning is determined depending on the complex of dominant brand attributes and the severity of these or other SET factors. The paper concludes that the choice of a specific type of positioning strategy requires the use of different types of social, economic and technological factors of brand development and their alignment with the most important attributes on which the competitive dominance of the brand is built. The results of the study can be useful in analyzing regional development programs and developing measures to improve the competitiveness of the territory.