BRAND AS A WAY OF FORMING THE CULTURAL STATUS OF THE CITY
The subject of this research is the brand as the leading strategy of socio-economic and cultural development of the city in the conditions of modern social transformation. The authors consider the prerequisites for the emergence, the algorithm of brand creation, as well as the strategy of its promotion, concluding that a modern brand is a key component of modern culture, its response to the civilizational challenge. Performing the functions of socialization, identification, individualization, the brand has a significant impact on the ontological states of the subjects of cultural creativity, the relations between them, forms a discursive space in which vital choices are made, significant decisions are made. The cultural potential of territorial brands, according to the authors, lies in the meanings encoded in them, fixing knowledge about the organic connection of man, nature and society. The brand contributes to strengthening the socio-cultural specifics of the city, maintaining its cultural status, revealing its role and significance in the life of the region, country, and the world. Its purpose is to be a mechanism for the conscious construction of socio-cultural space through the approval of cultural statuses.