АНАЛІЗ ДЕФІНІЦІЇ ФОРМУВАННЯ БРЕНДУ МІСТА

Abstract

Purpose. The article considers and analyzes the main definitions of the concept of «City brand». The main reasons that explain the need to create a city brand are given, among which the main ones are: increased competition, urbanization of cities, development of Tourism, self-government and local financing. The relationship between the city's brand and its identity is analyzed. The main parameters that measure the strength and weakness of the city's identity and the level of local identity to one degree or another are presented. Methodology. It is determined that despite a significant number of scientific developments, questions about the theoretical content of the definition of «City brand» and the formation of components of the city brand remain debatable. For a more detailed analysis, the city of Kremenchuk was taken. This city has a strong industrial and economic potential, which is characterized by a high level of development of heavy industry and a variety of industries, industries and activities. Industry plays an important role in the development of the city of Kremenchuk. The leading industries of the city are: oil refining and chemical, mining, Mechanical Engineering, Food and light. Results. In the course of the research, the concept of the city brand was considered. The study revealed what an important role it plays in our lives. The differences between the brand and the city's identity were considered. Originality. The functions of the brand and the goals of its promotion are investigated. It is established that the formation of an optimal organization for the development of marketing Territories allows you to create a positive image of the territory, ensure its attractiveness (investment and tourism); more efficiently use its internal potential due to trust in the authorities as the main carrier of a positive image of the territory; develop and implement a consistent marketing strategy for the socio-economic development of the territory. Practical value. The prospects for further research are to assess the economic potential for forming the territory's brand (using the example of the city of Kremenchuk). The main tasks and activities that are being implemented in the city of Kremenchuk, and which can be effective on the way to creating a high-quality and effective delirium of Kremenchuk, are analyzed.