Branding as an Innovative Tool for Public Management of the Development of Territorial Communities in the Conditions of Post-War Reconstruction of Ukraine

Abstract

This study aims to identify branding as an innovative tool for public management of the development of territorial communities in the post-war reconstruction of Ukraine. The report focuses on the consideration of strategic branding as a modern tool for public management in the field of post-war reconstruction and development of territorial communities in Ukraine. It is determined that the community brand performs not only a reputational function, but also becomes a powerful tool for mobilizing internal resources, attracting external support and increasing the sustainability of local governance systems. Special attention is paid to innovative solutions used to build and promote community brands.