Benchmarking as a tool for development and growth of positive image of teritorial communities

The article analyzes the latest scientific research on the use of benchmarking as a tool in the process of implementing a positive image of territorial communities. The concept of benchmarking, its tools and methods of application in the image strategy of territorial communities are defined. Attention is focused on the possibilities of using benchmarking as an analytical tool capable of identifying best practices and creating competitive advantages when building an image strategy of territorial communities. The possibility of using benchmarking as opposed to strategic planning is revealed, the importance of using its tools and their impact on the process of effective positioning of territorial communities, the growth of their tourist and investment attractiveness. The content of internal and external benchmarking is analyzed on the basis of scientific research. The role of the Government and local governments in the process of creating strategic plans for the development of territorial communities and improving management skills for the implementation of marketing initiatives is emphasized. The main aspects of the application of benchmarking in the context of marketing of territorial communities are presented. The impact of martial law introduced in Ukraine on the use of marketing tools and the importance of applying new experience in uncertain conditions are emphasized. The main aspects of the impact of benchmarking on the development of marketing of territorial communities are highlighted. The results obtained will contribute to the development of modern recommendations for local governments, developers and other stakeholders on the use of marketing approaches in strategies for the development of territorial communities, which will contribute to improving the lives of residents, increasing their competitiveness and attracting investments to territorial communities in wartime and peacetime