ИСТИНА

In an epoch where global competition is intensive, branding has become an inevitable and indispensable part of city development strategy (Reem, Ayedrous & Hashim, 2012). First of all, brand is a set of associations, “name with the power to influence market” (Kapferer, 2012). Places also can cause strong specific associations. For example, Italy is about sweet life (“Dolce Vita”), France is about charm and luxury, Germany – order (“Ordnung”). Usually, brands are defined as a set of functional and emotional characteristics providing a unique and positive experience to consumers (Lambin, 2007). It is important to stress the positive experience that strong brands create for their consumers. In comparison, Chernobyl is a well known place in the world, but it has a negative reputation as a brand (Hildreth, 2010). Places as well as goods and services must bring value to their consumers. However, city branding involves complexities beyond product and service branding, which appear from the diversity of target groups (Chernatony & Virgo, 2006). Cities have to compete for tourists, investors, residents and other stakeholders, so the marketing tools are becoming important to maintain levels of competitiveness.