Territorial (re)branding as a factor in the sustainable development of the city

Abstract

As of this date, territorial branding is a key tool to increase the attractiveness of the territories of cities, districts, settlements. By dint of branding, the competition between territories for resources – financial, economic, labor, demographic – is intensified. Territorial branding is a marketing strategy to increase the competitiveness of cities, regions, settlements, revealing the potential of the selected territory and, thus, expanding its capabilities and creating a basis for sustainable development of a city.Presently, the main achievement of territorial branding is to stimulate the social activity of citizens. Growing interest from different social and age groups of population to creation of an urban brand contributes to sustainable development of cities. The authors consider territorial (re)branding as a multidimensional design algorithm including architectural and design solutions as a single strategic concept. The indicated approach to the formation of a comprehensive concept is a sequence of proposed procedures performed in a certain order, according to the following requirement: predesign analysis; creation of the conceptual model of development; implementation of design documentation; the formation of a high-quality visual-perceived environment of the urban area.