Positioning of a region and shaping its image in a global environment

Abstract

The problem of regions’ positioning in the contemporary global environment and creation of the image that can increase the competitiveness of the region by making an attractive product for targeted audience, attraction of strategic investors, creation of innovative areas of development, promotion of the region in the global environment is examined in the article. Some Ukrainian cities and regions, following the example of the world leaders have already been working on a creation of a sustainable positive image that can be "converted" into a reputational capital and private equity. Theoretical and practical foundations of positioning are considered and the cases of their implementation on the example of European countries are analyzed. The author’s own algorithm for positioning of the region is proposed. The example of the region positioning and formation of its image according to the author's own methodology is provided in a simplified form.