A key segment of target audience in the theory and practice of city branding

Abstract

The article examines the actual problem such as definition of a key segment of target audience of territory and city branding. The scientific and publicistic literature on branding has been analyzed. The circle of leading theoreticians who developed the concept of “city branding” and “territory branding” was defined, focusing attention on target audience of this branding. A number of practical campaigns on branding of the capital cities of Central and Eastern Europe were considered. The fact and content of consensus on the key segment of target audience was established, the guiding concept of leading scientific and practical works on branding of the city / territory was indicated. The recommendations on promising areas of scientific and practical research, management decisions, measures to optimize the branding of Ukrainian cities were developed.

Keywords

• branding
• city branding
• territory branding
• target audience