Rebranding of industrial region: Theory and provison instruments

The formation and use of industrial region rebranding is
considered in the context of the theory of institutionalism
and practical tools of institutional influence on the admini-
stration of the modern region, in particular the concept of
rational bureaucracy by Max Weber. Research methods in-
clude structural and logical analysis, comparative analysis,
branding theories in the system of marketing management.
The author’s interpretation of the essence and content of re-
branding as a tool of territory marketing is based on the ana-
lysis of literary sources. The study of the practice of foreign
regions and cities rebranding. The results of the study: ac-
cording to the criteria and characteristics of the image pro-
file of Zaporizhia region, its components are determined:
business image (economic), status image (political), socio-
-image (social), geo-image (geographical), cultural-histo-
rical image, media image (information), tourism image (to-
urist and recreational image. The necessity of intensifying
the use of the institute of big data (digital data), digital tech-
nologies as a tool for the implementation of rebranding me-
asures in order to effectively administer the sphere of social,
transport, and environmental safety of the residents is sub-
stantiated. Measures for the rebranding of the industrial city
of Zaporizhia have been proposed for the target group of to-
urists.