Branding in the agrarian sphere as a format of comprehensive agricultural project management

The object of the study is the system of brands in the agricultural sector, covering the agricultural sector (production, processing, technologies) and rural areas (infrastructure, socio–cultural development, environmental aspects), as a format of comprehensive strategic project management.
The subject of the study is the mechanisms for integrating all forms of brand into project management of the agricultural sector.
The purpose of the study is to develop a model of integrated branding in the agricultural sphere as a strategic format for increasing its investment attractiveness, competitiveness, and socio–economic sustainability.
The scientific novelty lies in the comprehensive application of all forms of branding in the agricultural sphere, which integrates the development of the agricultural sector and rural areas into a single strategic model, forming sustainable mechanisms for managing agro–industrial, social, economic, environmental and investment processes.
The practical value of the obtained results lies in the possibility of applying its results by state structures, agrarian businesses, and local communities to improve the mechanisms of management of the agricultural sector, which will contribute to increasing its investment attractiveness, social development, and economic stability.
Conclusions. Branding in the agricultural sphere is considered as a strategic tool for the comprehensive development of agricultural projects and rural areas, which contributes to the formation of a sustainable management model, socio–economic growth and integration of the Ukrainian agricultural sector into world markets and a significant improvement in the socio–economic living conditions of the population in rural areas. It has been established that for its effective implementation, a systematic approach is required that takes into account economic, social, environmental and technological aspects, as well as the adaptation of strategies to the conditions of the national market, which includes institutional support, partnership models and long–term marketing solutions. It is substantiated that the territorial brand of rural areas ensures the competitiveness of the region, supports the development of corporate brands, brands of goods and services, promotes investment attraction and the formation of a positive image of the agricultural sector at the international level. The proposed model of comprehensive branding of the agricultural sphere provides an interconnection with resource management, regional planning of rural areas and global integration of the agricultural sector.