NATURAl, HISTORICAL AND CULTURAL BRANDS IN UKRAINE
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Place branding is a sphere where such things as templates, borders or even copies are not required. The idea of the brand must correspond to the singularity of a certain territory or place. Therefore, forming the brand of the territory requires taking into consideration such important factors as originality, uniqueness, and complexity of copying. The better the individuality of this place is shown in its image, the better its perception by potential tourists to be interested in. It should be emphasized that the brand of the place cannot be implanted as its values are identified by professionals from various fields. And the most important thing comprises the fact that the brand must be based only on real features.