Ivanova A. P., Kovalevsky A. V.

BRANDING OF URBAN TERRITORIES, CAUSES OF SUCCESSES AND FAILURES

This article presented the analysis of the city branding policy on the example of the most different from each other brands of the city, Perm, Las Vegas and Komsomolsk-on-Amur.
Three examples of the development and introduction of policies for the disclosure of
urban authenticity, located in different parts of the country, developed by different people and
using different methods, are presented to your attention. As a result of the branding policy in Perm
was in the opinion of the most unsuccessful, although it has a large number of positive sides. In
the city of Komsomolsk-on-Amur the identity of the area, in contrast, was developed in close
dialogue with the main consumer of the brand - local residents. The phenomenon of Las Vegas
helps to understand the emotional component of the branding strategy and its impact on the city
in the future.

Keywords: brand, city, design, dialogue, identity, innovations, logo, marketing, spheres of society, tourism, urban planning, айдентика, бренд, город, диалог, дизайн, инновации, логотип, маркетинг, сферы общества, туризм, урбанистика