Features of citie's branding in the world and Ukraine. ; Особенности брендинга городов мира и Украины. ; Особливості брендингу міст у світі та в Україні
The author showed branding patterns of cities in Ukraine and in the world. The article represents distinctions between the meanings of basic categories. Among them are the leading cities of the world (the «global city», «metropolis», «metropolitan center», «big city») and the best places to live («comfortable city», «healthy town»). The author attempted to predict the trends of urbanization, vectors of cities' branding and the role of community in it.Author made the following conclusions. 1. The amount of global cities and economic agglomeration will increase. Competition between such territories displaces the «center of Europe» to Western Europe, narrows borders of the EU. 2. National identity will continue to ledge supranational and territorial.3. Conflict between rational and irrational beginnings of human thinking will increase (here in the sense of categories of «success», «comfort», «prestige»). At the same time with the growth of cities and global cities with economic principles of development, the tiny and comfortable cities will strengthen positions. They reveal the contradiction of globalization and install a new vector of the world. 4. The outflow of people from the global cities to the comfort town reduces the amount of the professionals in the industry. It will increase the problem of human equity in the following years. Cities and States will compete for people in the 2020's. 5. Community will strengthen its position in the government.Subsequently it will influence on branding of cities and make adjustments to the legal framework of individual states and municipalities.In small towns the community initiatives will be more significant because political institutions will be forced to find common ground with it. In cities with a high concentration of population and faint brand, community will represent the interests of government and business. City-platform brands remain misunderstandings between influential financial groups in the world. They performance political pluralism and democratic trends in the worldThe author is confident that the primary task of the community should be forming a creative minority that would clearly realize the value and responsibility of his contemplation by reality. ; Показаны закономерности брендинга городов мира и Украины. Установлена разница сути и практического предназначения категорий, которыми обозначают ведущие города мира (выявлены «глобальный город», «мегаполис», «центр агломерации», «большой город») и лучшие города для жизни («комфортный город», «здоровый город»). ; З'ясовані закономірності брендингу міст світу і України, встановлена розбіжність між змістом і практичним призначенням категорій, якими позначають провідні міста світу («глобальне місто», «мегаполіс», «центр агломерації», «велике місто») і кращі для життя («комфортне місто», «здорове місто»)