Opportunism as a Factor in the Branding of Rural Areas

The article analyzes the socio-economic problems and prospects of development of rural areas of Ukraine. The potential and possibilities of implementation of territorial branding models of such development are substantiated. The key role of the factor of opportunism of the economic agents of the domestic rural territories as restriction of development is defined. The model of typical conflict at implementing a universal project of territorial branding in accordance with the concept of public interest in the interpretation of the Pareto Effect is presented. The contents of brand management is substantiated with use of the istrumentarium of contract theory. The contents of a typical contract agreement at implementing the projects of branding of rural areas is developed. The peculiarity of the above mentioned is the achievement of managerial balance between the functions of planning and organization, motivation, control and sanctions, including self-improvement of contractual relations, as well as formalization of the above specified in terms of the corresponding settlement.