RESEARCH ON THE POTENTIAL OF THE TERRITORY FOR LOCAL BRAND DEVELOPMENT FOR PRODUCTS AND SERVICES THROUGH THE EXAMPLE OF LOCAL ACTION GROUP “TUTRAKAN – SLIVO POLE”

Abstract

Community-led local development is implemented through integrated and multi-sectoral local development strategies based on site-specific characteristics and developed on the basis of local needs and potential. The Local Action Group (LAG), through the implementation of its community-led local development strategy, can provide a mechanism for promoting territorial identity. Measures in the LAG's strategy, along with improving the quality of life in rural areas, can also increase the added value of local products.

The article presents a study of the potential of Tutrakan and Slivo pole municipalities to develop local brand products and services. Basic local productions that are suitable for inclusion in local brands for products and services are considered, incl. local businesses with traditions, food industry, agriculture, fisheries, tourism resources, cultural institutions and organizations contributing to local brands of products related to rich ethnographic heritage, customs and traditions. An analysis was made of the types of potential local brands of products and services and the possibilities for registering local brands related to cultural heritage, holidays and events. Cited as examples are good practices from Europe and Bulgaria. Recommendations for developing and positioning a local brand and success factors are formulated. The opportunities of the Tutrakan ‑ Slivo pole LAG have been identified to support the creation of a local brand of products and services through a local development strategy with appropriate measures and financial support for projects. The conclusion emphasizes the importance of territorial marketing for strengthening the capacity of the area, adapting to the changing market and maintaining vitality.