BRAND OF THE CITY: STRUCTURAL COMPONENTS AND PECULIARITIES OF FORMATION

The article substantiates the necessity of using marketing approaches in regional management. It reveals the peculiarities of perception of the territory as a commodity in three dimensions: goods by design, goods in real execution, and goods with amplification. The author pays particular attention to the approach of promoting the territory through the creation of its brand. It is proved that the territorial brand becomes an important factor in moving in the external environment, based on its political, economic, socio-cultural potential, natural and recreational resources, as well as brands of local producers. It reviles the difference between the concepts of the brand and the image of the territory. It is substantiated that brands of cities are the most stable of all types of territorial brands. The author suggests to highlight following structural components of the brand of the city such as identity, communication, commercialization, separately describing the characteristics of each of them. Particular attention is paid to the role of cities as supporters and carriers of the city's brand. It is proved that the city's brand can not be created on the basis of invented values, theoretical ideas about how it was created by other states, but expresses originality, uniqueness of the territory, its unique experience and potential development opportunities. Therefore, the process of creating a brand is also unique, in each case, it is different approaches and tools. The attention is focused on the interaction of local communities and authorities in the region, which creates a favorable environment for the formation of the brand and its promotion both in the national space and in the international arena. As a promising area of ​​research on this issue, the justification of the lace of the image and brand of the city, the development of indicators for the diagnosis of a successful image of the territory was put forward. The article also highlights in the practical area of ​​further development a particularly interesting direction of information support for promotion of local and regional brands in the global economic space.