Reflections on city branding in Ukraine

Abstract

Objective: This research is conducted to analyze the experience and current trends of city branding in Ukraine. Research methodology. The descriptive, analytical and comparative methods are used. This methodological approach allows to reveal and analyze the formation of national experience of city branding such as brands of Kyiv, Lviv, Chernihiv and other cities, to compare their brand strategis and identify their positive and negative sides. Scientific novelty lies in the actual value of the city as a geocultural object and involving branding techniques to the process of urban identity development. Investigation of functional components that shape a national brand through city branding. Conclusions. Today in Ukraine there are all prerequisites for creating and developing vibrant and powerful city brands. However, there are some problems that prevent constructing a powerful city and national brand. Lviv as a brand is the best example of national city branding. The capital of Ukraine Kiev is one of the most interesting tourist destinations, which requires coherent and consistent applying of city branding techniques. Chernihiv is a city with beautiful city logo that reflects its cultural identity and forms a unique geocultural image,. but at the same time promotion of the brand and its representation is not sufficient.