The attention to branding, from theorists as well as from practitioners, had been remained at a very high level for the 2000s and 2010s. There many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv (Kiev) as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.
The attention to branding, from theorists as well as from practitioners, had remained at a very high level for the 2000s and 2010s. Many new branches of branding theory have emerged, and place branding was among them. Actually, place branding has become an umbrella term, a generic definition for three areas of study and practice: nation branding, region branding, and city branding. Every year, new scientific, journalistic, business articles, and books on place branding emerge, there are even several specialized periodicals devoted to this field of branding. This study aims to identify the most relevant and effective symbol of the Ukrainian capital city Kyiv as a tourism brand. Questionnaire surveys and the content analysis of literature and mass media are used. Key segments and sub-segments of the target audience of Kyiv tourism branding are determined, as well as the key factor of influence on the formation of the opinion regarding the tourism symbols of Kyiv. The most common popular symbol is compared with the real resources of the city. Thus, a set of relevances is found appropriate for the development of effective branding of Kyiv.
The article deals with possibilities of using the electronic encyclopedia Wikipedia, and in particular, the Ukrainian Wikipedia as a PR tool of commercial organizations. It analyzes the literature and resources related to this issue; it outlines the theoretical and practical possibilities of direct impact of PR-specialists on the content of «Wikipedia»; it studies the history and current contacts between the leadership of Wikipedia and the PR-industry representatives. It studies the level of information representation in relation to the big Polish companies in the Polish language edition of Wikipedia, as well as the big Ukrainian companies in the Ukrainian and Russian editions of Wikipedia. It is concluded that the PR representation of the Poland and Ukrainian big business companies differ in quantitative proportion only insignificantly. The methodology of further scientific and practical research of the Ukrainian Wikipedia for the tasks of PR industry and encyclopedia studies are researched; the strong potential of such an activity is marked
This article analyzes the training of media professionals as a complex system. Structural components that provide effective functioning of this system have been identified. The features of monitoring of the learning process, its results analysis and timely correction of emergent properties are revealed. The article also argues the necessity for a multivector, practically-oriented organization of training future specialists in the industry. Particular attention is paid to the importance of innovation in the higher education's learning process. The complex system of organizing the training of media professionals in the «Advertising and Public Relations» major is considered based on the example of the successful case study of Borys Grinchenko Kyiv University.