Regional differentiation of branding of territorial communities: empirical evaluation and cluster identification

Purpose. The aim of the study is to identify and evaluate regional differentiation in the branding of territorial communities through an assessment of the four analytical pillars of territorial brand maturity, and the classification of communities according to homogeneous brand characteristics, in order to provide an analytical basis for differentiated marketing strategies of territorial development at the regional level. Methodology. The methodological basis of the study is an integrated approach to assessing the maturity of territorial community brands, covering four interrelated dimensions: brand identity and communications, territorial assets, perception and reputation, brand management and stakeholder engagement. The empirical research is based on a combination of digital asset monitoring, geoinformation analysis, expert visual audit, content analysis of strategic and regulatory documents, media monitoring and user content analysis. The quantitative assessment was carried out by normalising indicators, calculating weighted composite indices and applying cluster analysis to identify typological groups of territorial communities. Results. The results of the study showed significant regional differentiation in the level and structure of brand maturity among local communities. Significant asymmetries were identified across all four brand dimensions, with communities with low institutional and managerial capacity in the field of territorial branding dominating. Based on the results of cluster analysis, groups of communities were identified – leaders, transitional types, and territories with fragmented or undeveloped branding practices. It has been proven that a strong brand narrative and positive digital reputation can partially compensate for limited material resources, while the lack of institutionalised brand management significantly hinders its development even in financially capable communities. Originality. The novelty lies in the development and empirical testing of a multidimensional quantitative methodology for assessing the institutional maturity of territorial communities’ brands. The proposed cluster approach to typologising communities by brand maturity expands existing research on territorial branding. It enables systematic comparative analysis and the identification of stable patterns of regional differentiation, moving beyond descriptive assessments. Practical implications. The practical significance of the results lies in the possibility of their use by local self-government bodies and regional institutions as an analytical tool for diagnosing the state of the territorial brand, identifying structural constraints, and developing evidence-based, differentiated branding strategies that take into account the resource potential and institutional capacity of territorial communities.