City brand: analysis of european city rankings

Karabaza, Irina and Карабаза, Ірина Анатоліївна (2019) City brand: analysis of european city rankings. Науковий вісник Ужгородського національного університету (25). pp. 99-103. ISSN 2413-3960

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Abstract

The purpose of the article is to study the European cities' positions in world rankings in order to use their experience in the development of domestic cities brand strategies. As part of the study, the following methods have been used: the methods of analysis (while studying the European cities' positions on the world ranking list of the most successful cities), synthesis (while generalizing the features of the London city brand's successful strategy), benchmarking analysis (while developing the city branding process mechanism), the dialectical approach to knowledge creation. The city brand strengthens the competitiveness of that city and, on the other hand, competitiveness itself creates the brand. Unfortunately, the city branding process in Ukraine is at an early stage; therefore, it is important to study the positions and competitive advantages of European cities in world rankings and use their experience to develop domestic cities' brand strategies. The strongest city brands of the world are determined by their economic performance, local government performance, level of educational and health care development, as well as the convenience and modernity of transportation infrastructure. While analyzing the Global Power City Index, it has been identified that 14 European cities ranked among the top 44 cities of the world. London is ranked the first among the world city brands. Besides London, 2018's Top list also includes such European cities, as Paris, Amsterdam and Brussels. The main London competitive advantages as a city brand have been identified. The Ukrainian cities' ranks in international rankings have been analyzed. The process of forming a successful strategy of city brands development has been generalized. The practical significance of the results is the possibility of their use in developing measures to promote the Ukrainian city brand into world markets. In our work, we considered an European cities' positions in world rankings in order to use their experience in the development of domestic cities brand strategies. The process of forming a successful strategy of city brands development has been generalized.

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