Industrial city brand: factors that affect the promotion

Karabaza, Irina and Карабаза, Ірина Анатоліївна and Карабаза, Ирина Анатольевна and Shapovalova, Inessa and Шаповалова, Інесса Вадимівна and Шаповалова, Инесса Вадимовна (2019) Industrial city brand: factors that affect the promotion. Вісник Донецького університету економіки і торгівлі імені Михайла Туган-Барановського (1(70)). pp. 35-46. ISSN 2079-4819

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Abstract

Objective. The objective of the article is to substantiate the factors that determine the industrial city brand and affect its promotion. Methods. The research is based on a dialectical method of scientific knowledge, methods of scientific abstraction, analysis and synthesis (while substantiating additional factors of competitive identity for Ukrainian cities), systemic generalization (while studying the influence of factors on the promotion of the Kryviy Rih city brand), modeling (while substantiating the factors, influencing the formation of the industrial city brand and its promotion to the world market). Results. Under circumstances where each city is trying to create enabling environment for attracting resources (investment, innovation, human), it is important for Ukrainian cities to study the factors that influence the development of a successful city brand to form a strategy for its promotion. In the article it has been established that the existing concept of competitive identity, based on the six factors that form the city brand and influence its promotion to the global space (tourism, exports, the image of government, investment, immigration and historical heritage), should be complemented with additional factors, which influence the formation of the industrial city brand, such as ecology, social responsibility of enterprises, medical state of the population and transportation infrastructure. The influence of factors on Kryvyi Rih city brand has been determined. Measures to improve the socio-economic situation in the city have been proposed to ensure a successful process of brand promotion to the markets to attract investments, innovations, tourist flows and labor to the city. The practical significance of the results obtained is the possibility of their use for developing a system of indicators for quantitative analysis of the influence of factors on the effective city brand functioning.

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