Territory branding is actively used for the deve­lopment and promotion of villages, towns, cities, regions, and countries in the modern world. And if earlier traditional marketing tools were enough for effective branding and promo­tion, today it is mandatory to use digital mar­keting methods and tools. The aim of the article is to substantiate and systematize digital ma­rketing methods and tools for territory branding. When conducting the research, general scientific and special methods were used: dialectical, analysis and synthesis, induction and deduction, comparative analysis, grouping, structural-logi­cal, logical generalization of results, as well as graphic. The essence, the principles and func­tions of territory branding have been determi­ned. Segments of the target audience for the promotion of territory brands have been identi­fied, such as: investors, entrepreneurs, the popu­lation, tourists. The brand development direc­tions of Ukraine and its territories are outlined. The internal and external factors of the marke­ting environment of territories are highlighted and the concept of territory branding in the digi­tal environment has been given. Digital chan­nels, methods and tools of territory branding are substantiated and systematized

The relevance of the research topic is determined by the need to adapt to rapid global changes in the electric power industry, which is associated with a change in the structure of the energy balance, the strengthening of geopo­litical factors, the impact of climate change, economic globalization, new regulatory require­ments, and the rapid development of energy storage technologies and smart networks. These changes lead, on the one hand, to challenges in ensuring energy security, and on the other hand, contribute to significant price volatility in the electricity market. As a result of the influence of global price trends and world energy develop­ment priorities on the domestic electricity sector, the study of these trends is of great importance for Ukraine. The aim of the research is to establish the price trends of the global electricity market with the determination of the key factors of price growth in the context of challenges for Ukraine regarding the stabilization of electricity prices. The research is based on the hypothesis that the factors that determine the trajectory of price changes on the international electricity market are also characteristic of the Ukrainian electricity market. The research was conducted using the methods of statistical analysis, syn­thesis, grouping, tabular and graphical display of results. A retrospective analysis of price dyna­mics on the global energy market was carried out, which showed a faster pace of price changes for energy products than for other products, with a faster increase in oil prices than for coal. The current trends in the development of changes in electricity prices were analyzed, the reasons for their rapid growth in 2021 were identified, and it was noted that in some countries, such as the USA and China, prices remained stable. Using the example of the EU countries, it has been analytically proven that electricity tariffs depend on the price structure. The factors that affect pricing in the field of electricity in the world are determined: energy prices, global crisis pheno­mena, the amount of available supply, weather conditions, supply chain problems, grid infra­struc­ture and distribution, the structure of the electricity market, the share occupied by taxes and fees in electricity prices and the purchasing power of the population. The current state of the electricity market of Ukraine is analyzed, which is characterized by a price imbalance, especially in the retail sector, a settlement crisis between the main market participants, a lack of real competition, limited transparency of the market and opportunities for manipulation on it, and the imperfection of the legislative framework. These factors are exacerbated by external negative influences in the form of a full-scale Russian invasion due to the destruction of electric power infrastructure and loss of capacity

The monopolistic organization of markets is as deeply rooted as the competitive one. It requi­res market actors to take this into consideration. It requires national regulators to counteract it or at least to restrict the freedom of monopolists to the extent that they cannot abuse their market power and negatively affect public welfare. Both the ways of monopolization and the ways of counteracting it are evolving, constantly upset­ting the balance between competition and mono­poly, requiring new ways of regulating mono­polies. The authors research the evolution of monopoly regulation: from spot prohibitions of anticompetitive practices in ancient times to the systemic balancing of competitive and state mechanisms of monopoly regulation today. The article is systematized all approaches to mono­po­ly regulation into three groups, such as: antitrust regulation as control and counteraction to abuse of dominant position by a monopolist; direct regulation of permitted monopolies, including licensing, price regulation and regula­tion of access to a key resource; structural reform of monopolistic industries and introduce­tion of competition in the potentially competitive segments of it – outside the bottleneck in the value chain, where a key resource of a permitted monopoly is exploited. The combination of the theoretical foundations of state monopoly regulation with the practice of such regulation within each approach illustrates the synergy of their joint application and opens up prospects for their exploitation not only for traditional forms of monopoly, but also for neo-monopolies that are emerged in the digital unregulated sector

It is noted that the resilience of the labor market is an important category of social and economic development in conditions of perma­nent shocks and uncertainty. Global challenges, the unpredictability of cyclical fluctuations of the economy, information asymmetry of the mar­ket, the influence of behavioral factors often determine the dynamics and movement vectors of various types of markets, including the labor market, raising the question of strengthening its fundamental foundations and effective func­tioning despite numerical limitations and risks. Hence the need to study all the multifaceted factors and challenges to the functioning of the labor market and to substantiate on this basis the paradigm of resilience of the labor market in conditions of systemic uncertainty. It is substan­tiated that the determinants of the labor market resilience are cyclical and struc­tural factors that determine the ability of the labor market to avoid, withstand or recover from shock effects. Significant demographic changes in the number, gender-age composition of the population, changes in technological patterns, and introduc­tion of technological innovations, often repeated cyclical economic downturns; military and poli­tical conflicts change the sphere of employment of the population in various countries of the world and demonstrate the general internal sensitivity of the labor market to shock effects. It is emphasized that the task of the state and business is to ensure macroeconomic stability, develop human capital, social protec­tion of the population, increase the level of employment, stable and predictable economic growth, and promote the flexibility of the labor market through the development of various forms of employment, such as remote or part-time. As a result, a favorable market environ­ment will serve as an indicator of the develop­ment of innovations, the successful functioning of small and medium-sized enterprises, which will form innovative workplaces in the future and increase the resilience of the labor market as a whole

Identity has acquired the status of a key concept in social, cultural and economic contexts, because it affects the formation of human values, beliefs, preferences and behavior, in particular, consumer behavior. Moreover, consumption itself has long been a stable form of organizing social life, as it focuses on almost all social positions, becoming an almost ideal identifier. Because of this, the research of the target audience is considered the basis of bran­ding, because its coincidence with the brand identity significantly increases consumer loyalty to the brand. On the other hand, brands tend to become part of the consumer's self-concept, influencing his values and lifestyle. It highlights the different roles of identity as an influencer (consumer on the brand) and as an object of influence (brand on the consumer). The search for ways to achieve a balance between consumer identity and brand identity outlined the research hypothesis, that systemic and structural app­roach will allow taking into account all elements of the consumer's identity in the process of brand identity formation and bring the "brand-consumer" relationship to a new emotional level through the construction of a complex, joint identity. Based on the methods of scientific ana­lysis and synthesis, conceptualization and struc­tural modelling, the key components of consumer identity and brand identity were identified. The structure of the consumer's identity has been improved by supplementing it with goals and ambitions of the consumer. A categorical apparatus of brand management has been developed due to the introduction of the concept of "combined brand identity", the starting condi­tion for the construction of which is the analysis of the consumer's identity. The result of the proposed system-structural approach is a gene­ralized matrix that allows forming a combi­ned brand identity through a combination of diffe­rent level factors of consumer identity and constituent elements of brand identity. The appli­cation of a system-structural approach will provide a detailed analysis of various consumer segments and will allow determining which elements of the consumer's identity should be reproduced in the brand for each segment. This will help to transform the brand's partnership with the consumer into a vital priority based on emotional intelligence

During the war, Ukraine has faced nume­rous challenges, one of the most threatening of which is the personnel shortage. The full-scale war caused large-scale labor migration, a signi­ficant number of the able-bodied population was mobilized into the ranks of the Armed Forces of Ukraine, and this became an important factor that led to a shortage of qualified workers. For many economic entities, this situation becomes critical and requires immediate and effective solutions to ensure stable work. One such solu­tion is outsourced processing which is the trans­fer of certain business processes to external companies that have the necessary resources and expertise. Insufficient research on out­sourcing causes a low level of business aware­ness of its strategic effectiveness. It is hypo­thesized that the use of outsourced process­sing is an effective adaptive solution to overcome the personnel shortage in the war in Ukraine, which will enable business entities to optimize costs, ensure continuity and flexibility of activity, and attract highly qualified specialists. The research was carried out using the methods of analysis, comparison, systematization, empirical studies and case studies, as well as horizon scanning and logical modeling. The challenges of outsour­ced processing in the conditions of war are analyzed, examples of its successful application in conditions of personnel shortage are provi­ded. The conducted studies form scientifically based approaches to determining the directions of integration of outsourced processing in the activities of business entities. The concept of outsourced processing is based on the quality selection of the outsourcer and its establishment of effective partnership relations; creates advantages in innovativeness and flexibility of business; creates conditions for optimizing time, effort and resources; makes it possible to attract the physical and intellectual potential of external companies, in particular to cover the shortage of personnel

With the development of tourism, a tourism companies or destinations become as dependent as possible on a wide variety of political, social and economic events, and this actualizes a number of risks and increases vulnerability to a potential crisis. The set of crises that befell Ukraine throughout the 21st century, each time destabilized the progressive development of the tourism sector, pushed entrepreneurial initia­tives back into the past. Mitigating the impact of crisis phenomena on the development of tourism cannot be imagined without a detailed statistical analysis of these impacts and the level of adap­tability of tourism as a whole and its individual branches. The purpose of the article is to reveal the impact of several large-scale crises of the 21st century on Ukrainian tourism and study the degree of adaptability of its industries through a number of indicators, including the economic and financial results of the relevant business entities. The main hypothesis of the study was that different sectors of the economy, the enter­prises of which are part of the tourism sector, are characterized by different degrees of adaptabi­lity to large-scale crises. When writing the article, the results of several state statistical observations and expert assessments were used. The article examines in detail the ways in which crises and upheavals have shaped and changed the tourism landscape of Ukraine in recent years. The study highlights the tangible, measu­rable consequences of major shocks – from a sharp decrease in the number of tourists and their behavior patterns to sharp changes in the economic results of the sector's enterprises. The work aims to provide a detailed understanding of the sustainability and adaptability of the two main sectors of tourism - the hospitality and tour operating sectors. This analysis highlights the factors that have enabled certain tourism sectors to withstand the crises of recent years, while others may have struggled to adapt and recover. By carefully cataloging these trends and pat­terns, research provides information that can help design mitigation strategies

Ukrainian insurance companies are steadily moving towards the European development framework, facilitated by the adoption of a series of radical regulatory documents by the National Bank of Ukraine (NBU) concerning the super­vision of their activities based on a risk-oriented approach. This, in turn, requires insurance compa­nies to make fundamental changes to their risk management processes and substantiate their choice of a viable business model capable of ensu­ring their long-term. The aim of the article is to determine the level of risks and the related profitability of business models of insurance companies of Ukraine, as well as to develop recommendations for their transfor­mation based on proactive risk management. The research is based on the use of a set of such methods as analysis, comparison, grouping, correlation. Various methodical approaches to distinguishing the business models of insurers are revealed and their brief description is given. An analysis of risks for business models of life and non-life insurance was carried out based on the system of selected indicators. An analysis of the correlation relationship between the ratio of insurance payments to insurance premiums (dependent variable) and independent variables was carried out. Proposals aimed at imple­menting innovative business models based on proactive risk management have been deve­loped. Formulated and empirically tested hypo­theses regarding the reduction of the scale of the insurance business under the influence of the unfavorable economic situation, the war in Ukraine and the strengthening of regulatory requirements for insurers; different levels of risks are inherent in the business models of non-life and life insurers; the introduction of innova­tive business models for insurers should be based on the conceptual principles of proactive risk management

The current situation in the country is characterized by a high degree of uncertainty, which prompts banks to invest resources not in the development of the real sector of the economy, but in risk-free and low-risk assets, which primarily include domestic government loan bonds (DGLB) and certificates of deposit (CD) of the NBU. This situation led to the fact that lending to corporate clients on market terms was not widely distributed and largely led to the implementation of the state credit program "5-7-9", according to which the state does not fulfill its obligations to banks in a timely manner to compensate the difference between market and preferential interest rates. The aim of the research is to develop a comprehensive app­roach to bank lending to business entities, which involves the implementation of radical measures to stimulate it on a market basis in a harmonious combination with state support. ? set of methods of scientific knowledge were used: comparison, analysis and synthesis, grouping, abstraction, observation, etc. Ukrainian banks are currently weakly motivated or unable to provide business lending on a market basis. This is due to the presence of the state credit program "5-7-9", which provides a number of preferences to its participants. An inhibiting factor in the development of market lending to enterprises is also the attractiveness for banks of risk-free investments in DGLB and CD NBU, for which interest rates are higher than for loans granted to corporate clients. In addition, the latter generate a high level of risks for banks during the war. A set of measures aimed at the deve­lopment of business lending on a market basis is proposed, which include: the use of risk diversi­fication tools by providing guarantees from the state and international financial orga­ni­zations, in particular the EBRD, the EIB; the imple­mentation of military risk insurance, as well as the transformation of the state credit program according to the outlined directions