Romanova A. Regulation of the city development based on creating and using the brand of the territories

The object of study: the processes of socio-economic development of the city. The aim of study: the development and foundation of the theoretical and methodological bases and practical recommendations on the development and use of area brand at the regional, national and international levels as a requisite conditions for regulation of recreational and tourism development of the city. Methods of study: systematic approach; abstract and logical method; empirical method; analysis and synthesis; economics and statistics; mapping; forecasting; induction; method of score evaluation; method of focus group; method of survey. The practical significance of results lies in the fact that they are significant achievements for the further development of science "Regional economy and the development of productive forces" which is supported by their practical application at various levels of government. Scientific novelty of results lies in fact that it was the first time when the methodical approaches to the formation and use of brands of medium and small cities of Ukraine on the basis of construction of a five-leveled cycle were suggested. Were implemented: methodological approaches to the formation of the concept of brand of medium and small cities; methodological approaches to evaluation of effectiveness of branding as a strategy for improving of regional recreation and tourism competitiveness. Further development have got: methodology for socio-economic evaluation of preconditions of recreation and tourism industry performance in the city; fundamentals of strategic goal-setting in the the process of the area branding.