IMAGE CONSTANTS OF TERRITORY BRAND FORMATION

Abstract

The relevance of the topic. The reality today is unprecedentedly saturated with information that has a massive impact on the addressee. The aspects of this impact are diverse and actively influence the communication field of brands. This is the reason for the relevance of the presented research, in which the authors trace the formation of territorial brands. The purpose of the scientific article is to adapt the techniques of semiotics and narrative as strategic constants of the brand formation of the territory. Methodology. The purpose and direction of the proposed research determine the range of general scientific and special methods: analysis and synthesis, comparative method, retrospective method, document analysis, case study. Results and conclusions. The authors focus on image technologies in the process of building a brand. The article comprehensively examines the principles of the formation of the territory's identity and substantiates the relevance of using image constants to expand brand communications. Of particular interest in brand communications are image constants, which are structured and correlated with the values of the territory in its historical and cultural context and represent their own image complex that actively forms an idea of the territory and transmits this meaning to the target audience. The article also focuses on innovative strategies and technologies in promoting a territorial brand, and the role of Internet communications. The authors present a brief analysis of the techniques of semiotics and narrative as strategic constants of the brand formation of the territory. Within the framework of the conducted research, the main image resources have been identified, which make it possible to obtain a new vector in the development of territories. The scope of application. The scope and processes of the territory's brand formation.