Marketing Strategies for the Post War Restoration of Rural Areas in Ukraine: Lessons from International Experience
DOI:
https://doi.org/10.31861/mediaforum.2026.18.202-215Keywords:
marketing strategies, rural areas, post war recovery, Ukraine, thematic village, political technologies, management technologies, military, territorial branding, international experienceAbstract
The article is devoted to identifying priority marketing strategies for the effective post‑war restoration of rural areas in Ukraine, based on an analysis of international experience. It is noted that the concept of the thematic village is highly productive for shaping marketing strategies aimed at restoring rural territories that were located in the war zone or were under Russian occupation. An analysis of the thematic village concept, which has been successfully implemented in several European countries, is presented. This approach, rooted in ideas that emerged in the mid‑20th century, focuses on the restoration and harmonious development of rural areas.
The concept of the thematic village becomes a shared framework for both authorities and local communities. To develop the thematic profile of a village, appropriate management and political instruments must be established at the institutional level. In the long term, thematic villages can strengthen residents’ shared identity, enhance their involvement in community development, and support processes of community self‑organization. Thus, an important side effect of implementing the thematic village model is the strengthening of democratic practices.
It is argued that, in developing strategies for creating thematic villages in territories that were front‑line or close to the front line, the concept of militarism can serve as a foundation for their positioning. Accordingly, for rural areas of Ukraine that have suffered from military actions, it is advisable to design marketing strategies that incorporate a military‑themed orientation for these villages.
Importantly, military thematics can serve as a distinctive competitive advantage for many rural areas affected by hostilities. At the same time, within the marketing strategies of each individual village, this military theme should be complemented by unique local features that more clearly articulate and reinforce the territorial brand.
In general, in the post‑war period, the development of military‑themed concepts in Ukrainian rural areas affected by the war represents an optimal marketing strategy.
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