THE DICHOTOMY BETWEEN TRADITIONAL AND DIGITAL PLACE BRAND MARKETING
Abstract
The article examines the theoretical, methodological, and practical aspects of the dichotomy between traditional and digital place brand marketing in the context of digital transformation, globalization, and increasing competition among cities and territories for investments, tourist flows, human capital, and financial resources. It is substantiated that the formation of a competitive territorial brand is an important tool for ensuring socio-economic development, enhancing investment and tourism attractiveness, strengthening reputation, and increasing recognition at both national and international levels. It is determined that the rapid development of digital technologies, social media, e-government platforms, Smart City solutions, and data analytics tools significantly transforms approaches to territorial brand management, giving rise to a new digital paradigm of place brand marketing. The economic essence of traditional place brand marketing is revealed as a system of strategic and tactical activities aimed at creating a positive image of a territory through the use of its historical and cultural heritage, territorial identity, event, tourism, and investment marketing, public relations, and other offline promotion tools. At the same time, digital place brand marketing is characterized as a territorial brand management system based on the use of digital platforms, social media, content marketing, digital public relations, Smart City technologies, community digital services, and data analytics tools. Particular attention is paid to the analysis of practical applications of traditional and digital place brand marketing tools in Ukrainian cities. The experience of implementing territorial branding instruments in Lviv, Vinnytsia, Kyiv, Dnipro, Ivano-Frankivsk, Drohobych, and other cities is generalized. A comparative analysis of traditional and digital place brand marketing is conducted according to such criteria as conceptual foundations, communication channels, promotional tools, stakeholder interaction mechanisms, information dissemination speed, geographical coverage, and performance indicators.
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