COMPETITIVE DEVELOPMENT OF RURAL GREEN TOURISM ENTERPRISES USING TECHNOLOGIES OF BRANDING AND REBRANDING OF PRODUCTS AND SERVICES

The subject of the study is the theoretical and practical aspects of the formation and use of branding and rebranding technologies for products and services for the competitive development of enterprises. Since they are closely related to the features of production, demand and corresponding markets, their study was carried out on the example of enterprises in the field of rural green tourism as the least researched on the one hand and the most promising for the economy of rural areas on the other. The purpose of the article is to substantiate the branding and rebranding of goods and services of rural green tourism enterprises as an important direction and tool for their competitive development. The methodological basis of the article is the methods and approaches of economic, institutional and theory of sustainable development. In particular, abstract-logical and monographic methods were used to determine the essence and functions of brands; system-structural analysis and synthesis – to substantiate the prospects of their spread. Results of the article. The issue of ensuring the competitive development of enterprises is a constant task of their strategic and tactical management. Its solution requires the use of various tools and methods, the use of new reserves and creative forms and directions of implementation. Among them, marketing technologies are of great importance and effectiveness, especially branding and rebranding of products and services as the ones that most successfully allow us to navigate consumer requests and satisfy the market. Field of application of results. The materials of the article can be used in the educational and scientific process of institutions of higher education, practical activities of enterprises and agro-villages of rural green tourism, rural communities. Conclusions. Theoretical and practical application of branding of rural green tourism enterprises creates a foundation for implementing new changes in the organization of their work and increasing the efficiency of managing their development. A plan, project or program to develop, bring to market and ensure the viability of brands in the future is of great importance. Based on the concept of branding, enterprises create stable and sustainable competitive advantages for their brands in the minds and factors of consumer loyalty. On the market, there is a struggle of brands for a place in the minds of consumers. The result of the struggle is the achievement of priority among customers. The given conclusions indicate that the main task in using the tool of branding and rebranding in rural green tourism for the future is to increase capital, market share by sales level and consumer segment in accordance with the strength of brands.