The originality - a strategic factor for sustainable development of the built environment of the modern city

The paper examined the current problems of the architectural environment of the city and analyzed existing approaches to solving them. Uniqueness as very important factor in the context of sustainable urban development was determined. The common principles unique embodiment factor towards branding areas and potential effects of their use was examined. The experience of Ukraine cities branding in preparation for the European Football Championship "Euro 2012" examined the results of the implementation of this concept and outlines the prospects for further development of branding areas for Ukrainian cities.