Consideration of analytics of city brand modeling in the context of post-war development of Ukrainian territories

Abstract

The object of the article is the formation of marketing priorities for the successful development of a domestic city. The subject of the article is analytical tools for modeling the city brand. The article analyzes the current problems of branding territories in the context of intensified competition for resources and factors of production in postwar Ukraine. The authors consider the city's brand to be a kind of unique resource that will play an important role in the competition of territories. That is why, in the process of post-war development of domestic cities, the strategic vision of which should be formed now, even before the end of the war, it is necessary to identify the elements of the urban environment that will form the basis of the city's brand. The need to develop a city's (territory's) brand, taking into account the new reality, actualizes the scientific search in this direction. The research methodology is based on the fundamental provisions of the theory of branding and spatial identification, as well as the theory of stakeholders and its working tool – stakeholder analysis. The peculiarities of identifying stakeholders in the city development, their systematization and assessment using the tools of stakeholder analysis are determined. The approaches to the formation, definition and organization of the needs of the territory, taking into account the strategic context, are substantiated. The formalization of stakeholder behavior practices through the use of theoretical game models is recommended. The results of the analysis of the possibilities of using international ratings for the development of territorial (primarily urban) branding strategies are presented. The main trends in urban innovation, which focus on the creation of «smart» cities in post-war Ukraine, are outlined. The results obtained outline a set of complementary analytical methods and tools, the practical use of which will make it possible to modernize the branding of domestic territories. The proposed approach to the formation of a city brand based on the introduction of stakeholder analysis with appropriate tools can play an important role as a basis for creating effective methods of territory brand management. As well as the formation of strategies for their development, taking into account the strengths and weaknesses and development potential for the growth of the welfare of the population of the territory and Ukraine as a whole.