Representation of the city in the socio-cultural space receives different manifestations and forms of expression in fine arts, architecture, media, etc. As one of the actual directions of reflection and fixation of the image of the city its brand is conceptualized. Visual brand identity of the city performs the functions of representation and forms its own socio-cultural “layer”, which complements and at the same time competes with the existing forms of urban identity. The poetics of urban representation in place branding reveals urban identity through constructive solutions, a typology of which is highlighted in this study.
place branding; brand identity; urban identity; urban space; symbolic infrastructure; representation of the city