Marketing risks of territory branding

Branding as a strategic tool for managing the development of territories performs an important function in creating awareness, ensuring a positive image, attracting invest­ment, tourist flows, human capital, and increasing the overall competitiveness of the territory at the national and global levels. However, the process of forming, promoting and managing a territoryʼs brand is accom­panied by certain marketing risks that can significantly affect the effectiveness of branding strategies and cause negative consequences of both economic and social nature. Timely identification, assessment, and effective mini­mi­zation of such risks allow avoiding repute­tional losses, maintaining the trust of target audiences, and ensuring sustain­able economic growth. The research is based on the hypothesis that the marketing risks of a territory brand are formed under the influence of internal and external factors in its marketing environment. The methodological basis of the research is formed by general scientific and special methods: analysis and synthesis, induction and deduction, grouping, structural and logical method, logical generalization of results and graphic visua­lization. The article analyzes the main theore­tical approaches to the interpretation of the concepts of "marketing risks" and "brand risks" and characterizes the existing approaches to their classification. The factors of the micro- and macro-environment that generate risks are analyzed, and a typology of marketing risks of the territory brand is proposed. The results of the research can be used in the development of territorial branding strategies and risk management systems in the field of territory marketing