The Phenomenon of Regional Branding in The Cultural and Artistic Environment of Western Ukraine

Abstract

The role of branding on the example of urban and regional public events of some cities of Eastern Galicia, as well as the involvement of these processes in the formation of the attractiveness of individual places in the field of tourism is considered. The content of the concept of "territory brand" for the specification of the selected phenomenon in further scientific research is substantiated. The works of famous sociologists, marketers and urbanists in the formation of the image of the territory due to the individual attributes are analyzed. The main attributes of cultural services in the material, spiritual and artistic aspects that are consumed by the target tourist audience have been identified. The importance of international sports forums, events and festivals for the overall presentation of a region or city and its further marketing status and attractiveness is highlighted. The subject, audience interest and the territorial brand itself are highlighted, which also depends on political and investment influences. The festival environment of music forums in Prykarpattia and Lviv region that create an attractive art style as well as gastronomic tours that are gaining popularity and in which cooking becomes an advertising brand and a symbol of recognition of particular regions are described. On the example of three museums of Kolomiya the importance of each of them in the context of event culture of the city and dissemination of material, intellectual and spiritual values with their involvement in the cultural and artistic life, which makes them represent the original identity of the Pokuttia region is clarified. The importance of balneological spas in Zakarpattia and Lviv region was highlighted as they create their own economic and tourist attractiveness thanks to the natural resource of mineral waters and the location of health resorts away from urbanized settlements. Logos and slogans of several Western Ukrainian cities have been analyzed, in which iconic architectural constructions, unique geographical locations, historical events and figures create symbolism that conveys the main idea of the city. The prospects for the development of this topic and the importance of regional branding research in the context of geo-branding, which provides an opportunity to improve the tourist attractiveness of individual territories and the country as a whole, are identified.