MARKETING RESEARCH OF THE TERRITORIAL BRAND OF ODESSA
Abstract
The article conducts a marketing research on the influence of brand symbols of the territory on the perception of its residents. The associations with the city of Odesa are identified. A part of the questionnaire concerned questions about the symbols of Ukrainian Odesa. According to the survey results, most respondents associate the Ukrainian component of Odesa with the sea (port, anchor), freedom, and generally identify it (Ukrainian Odesa) with themselves and the city. Negative associations were also noted, such as garbage, illegal constructions, and a lack of green infrastructure, which indicates the ambiguous image of the city in the eyes of residents. The survey revealed the respondents' answers regarding the association with Ukrainian Odesa, as well as the respondents' perceptions of the cultural component. Almost all respondents see Odesa as a multinational city, which is an absolute advantage. The multiculturalism of Odesa is one of the components of the city's brand, and it does not deny that Odesa belongs to Ukrainian culture, but rather provides an opportunity for new ways of developing culture and promoting the city's brand. At the same time, it is noted that Odesa also needs to develop and promote the Ukrainian component of the city, which was not sufficiently developed in pre-war times, and the historical facts of the Ukrainian component of the city's existence were not sufficiently promoted. Outdated symbols and associations with Odesa, including those of the "romantic criminal Odesa" era, have been identified. It is determined that there is an urgent need for wider dissemination of information about the historical past of Ukraine, and it is necessary to conduct outreach activities to highlight the consequences of historical events for Ukraine in general and for Odesa in particular. It is also noted that most of the existing components of the city's brand, specifically "Humorina" and the city's criminal past, are outdated and need to be revised and replaced with new symbols and events. The marketing and sociological research conducted on the associations and symbols of the territorial brand of the city of Odesa allowed us to formulate directions for improving its brand. As a result of the survey, the respondents had a somewhat vague idea of the specifics of creating a symbol. Based on the research findings, recommendations were made regarding the development of new symbols and events to replace the outdated components. The aim is to create a stronger and more relevant brand for the city of Odesa that aligns with the perceptions and preferences of its target audience.
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