Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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MODEL OF FORMATION OF TERRITORIAL BRAND

Grishanin N.V. 1 Lutsenko Y.V. 1, 2
1 Saint-Petersburg University of Humanities and Social Sciences
2 RSYSO “Saint-Petersburg’s parkour center”
The paper reflects the problem of multi-cultural approach to the formation of the territorial brand. The authors analyzed a number of theories on the territorial brand tried to form a common model of the brand. The problem of forming the urban brand is associated primarily with the various schools of thought that preceded the approaches that emerged in the 21st century in the field of urban branding. Among those approaches, which formed the basis of current models of the formation of the urban brand can be called semiotic concept of the city, the social construction of urban reality, the environmental approach in shaping urban space of the image of the territories, cultural approaches, historical, etc.