Process of developing the international city branding strategy: Case study city of Kharkiv.

Abstract

The purpose of the article is to determine the sequence of stages for the development of the city's international branding strategy. To achieve the goal, the world practice of forming well-known city brands was studied and city brand models were formed. Approbation of the procedure for developing an international brand strategy was carried out on the example of the city of Kharkiv, one of the largest cities in Ukraine. The combination of experiment and interview made it possible to evaluate the brand of the city of Kharkiv. Based on the SWOT-analysis, the strengths and weaknesses of the development of the city brand, as well as the prospects for brand positioning were revealed. Practical recommendations are given to improve the strategy for the development of international branding of the city based on the use of a spectrum of offline and online branding tools.