Regional brand development features: on the example of participatory budgeting projects realisation in the republic of Crimea
DOI:
https://doi.org/10.47475/2070-0695-2022-10111Keywords:
brand, brand development mechanism, brand visualization, civil society, participatory budgeting, the Republic of CrimeaAbstract
The article describes general mechanism for the formation of a regional brand of the state program on the example of participatory budgeting as an implement of the local self-government and civil society development. The process of the regional brand forming on the example of the Republic of Crimea with the involvement of participatory budgeting as an implement of the local self-government and civil society development. The local self-government development is determined by the specifics of the social, political, economic, cultural features and development of the region and the state as a whole. It is aimed at involving the public in management processes and may be considered as an indispensable condition a civil society forming. One of the most advanced and dynamically developing mechanisms for such involvement today is participatory budgeting, in the implementation of programs of which local residents are considered not only as consumers of public services, but also as competent participants of their production, capable of influencing the municipal problems solutions. At the regional level such interaction can be achieved through various instruments of expanding of citizens' participation in local self-government and solving local issues. The authors analyze the features of the physical attributes of regional brands of initiative budgeting and point out that successful regional brand development involves taking into consideration the peculiarities of the residents’ regional identity manifestation, as well as social and political, ethnical and cultural characteristics of еhe region and the regional media system features. State program of participatory budgeting brand development requires a comprehensive approach and well-structured strategy of brand creation, positioning and management. Brand positioning should be based upon emotional and rational advantages of the branding subject. Moreover it has to be unique and coincide the demands of the target audience groups. The brand must be clear, convincing and motivate the target audience to take certain actions.
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