ANALYSIS OF DEVELOPMENT TRENDS OF THE INDUSTRY OF AGRARIAN REGIONS IN THE CONTEXT OF EUROPEAN INTEGRATION

Abstract

The article substantiates the important role of creating effective brand strategies of regions in order to increase their own recognition and significance in the global market. Attention is focused on the need to strengthen brand specializations for socio-economic consolidation of regions with the involvement and stimulation of active participation of the local population in their development. The purpose of the study is to substantiate the specifics of development and certain aspects of strengthening brand specializations of agrarian regions in the context of European integration. The main task of the study is to substantiate certain aspects of the successful European integration of agricultural regions, primarily based on the use of a comprehensive approach to the study and implementation of modern agricultural business trends, which will allow to develop and strengthen brand specializations, ensuring their sustainable development. General scientific methods and economic techniques are applied to determine global trends in the development of agrarian business, taking into account such trends in the course of strengthening brand specializations of regions, which is an important factor in ensuring their sustainable development, increasing production efficiency and adapting to global challenges. Attention is focused on modern aspects of the digitalization of the agricultural industry, which open up new opportunities for tracking and optimizing logistics processes, ensuring more effective management of supply chains, as well as the formation of a smart farming system based on the use of advanced management technologies. The main results of the study relate to the identification of factors influencing the strengthening of brand specializations of agricultural regions, in particular the existing concept that ensures systematic and coherent actions, support of local authorities and political structures, innovative development and implementation of modern agricultural management technologies, which will contribute to increasing the efficiency and productivity of the agricultural industry.