NATURAL, HISTORICAL AND CULTURAL BRANDS OF PAVLOGRAD REGION
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In the conditions of a competitive struggle between cities, regions and countries, the problem of reproducing a unique and attractive image of the territory is actualized. Ukrainian cities have a unique cultural and creative potential, which is expressed in tangible and intangible objects of historical and cultural heritage, natural-geographical and geocultural characteristics, and in turn are a powerful resource for creating a kind of «face» of the Ukrainian city. There is a close relationship between culture and brand. The brand of any territory is a symbolic embodiment of the city in the eyes of the target audience. The brand of the city is necessary for the construction of the national brand, the cultural and historical heritage of the territory is extremely important. Material and spiritual values accumulated and preserved by generations create the basis for development, as well as positioning the city as a cultural and historical object in the geocultural space.