CULTURAL SPACE OF THE CITY AS ITS IDENTIFICATION PERSON: ESSENCE AND FORMATION
The article examines the cultural space of the city as an opportunity to identify the city as one of the most modern and relevant areas in the study of the cultural space of the city. Territorial branding for several years remains a topic that is discussed only within the framework of individual panels and discussions of economic, urban and tourist forums. However, in recent years, in addition to the fashion for public discussions, specialized training programs in universities, live projects, the first brand managers and real successful practices of brand promotion of cities have appeared. Current trends show that cities with their own identities become more successful and win in the competition for human, information and economic resources. Formation of the identity of the city is a complex and interdisciplinary process, exploring the urban environment it is impossible not to take into account the entire complex that forms this environment.