THE NEED TO USE VISUALIZATION IN BRANDING OF RUSSIAN CITIES

Abstract

N the article the nature and content of the concepts "brand" and "city branding" are examined. The development of trends of cities branding in the XXI century and the importance of using visualization and building branding are emphasized. The authors examined the structural segmentation process of branding cities. It is proved that urban branding visualization prerequisites is their competition, producing attract investments, tourists and talent, organization of sports and cultural events. The possibility of applying the effective visualization on the examples of existing concepts of cities branding Dobryanka and Perm is presented, as well as some options for using the color palette in logos of Russian cities. The recommendations on the possibility of color realization when creating a city brand are given.