Existence of Methodological Approaches to Development of the Concept of Increase of Regional Competitiveness (Using Example of the City of Chernihiv)

More and more attention is paid to significance of branding as an instrument of increase of competitiveness of the territories in the process of development of globalisation and urbanisation. However, today one can feel insufficiency of scientific research connected with selection of methods of formation of the brand concept, which are the most adequate for territorial identity. The article considers stages of the strategy of formation of the city brand as an instrument of increase of competitiveness of destinations. It analyses necessary resources of the territory and allocates competitive advantages, which should be included into the general concept of the city brand. It offers an optimisation complex of methods in the context of development of business processes and formation of effective branding of the city. For the first time ever the author applied the SWOT-analysis method for the study of recreation and tourist potential of the City of Chernihiv (Ukraine) and developed methods of ranking unique characteristics of destinations by the strength of their impact in the model of territorial identity. Using the new methods, based on quantitative sociological research, one van select key and auxiliary characteristics, which should be included into the basis of formation of the future concept of the city brand.