FINDING THE INTEGRAL COUNTRY ATRACTIVENESS INDEX IN ASPECT OF TERRITORIAL BRANDING

 Pokras O., Sakalosh T.V., Ph.D. keeper. Science
National Technical University of Ukraine "KPI"

FINDING THE INTEGRAL COUNTRY ATRACTIVENESS INDEX IN ASPECT OF TERRITORIAL BRANDING

We show the relevance of the research, connection with latest publications and set tasks
and lists of methods by which the work is performed. The groups of regional brands consumers  and the main factors of attractiveness of brands for these groups were highlighted. The main indicators to measure these factors for private audiences (quality of life, security of life, social inequality index (GINI), corruption perception, natural diseases index, state fragility index) and business customers (ease of doing business, the total level of taxation, sustainable development index, corruption perception, state fragility index) were set. Method of expert estimates founding weights and defining integral indicators of attractiveness of countries with economies in transition. It contains scientific novelty and proven theoretical and practical significance of the results. We formulated prospects for further scientific developments and provided a number of practical recommendations to improve the attractiveness of Ukraine in terms of regional branding. 
Keywords: territorial branding, integrated indicator of territorial brand, consumers of 
regional brand, branding of countries, regional branding.
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