Polysensory geobranding of the city: specifics of the approach, opportunities and limitations of practical realisation

Abstract

The article studies the polysensory approach to the construction of city geobrand. The purpose of the study is to identify opportunities for the development and improvement of modern methodological toolkit of urban geobranding through the actualisation of this approach in the process of building a highly competitive semantic field of the city geobrand. Achievement of the purpose have implied obtaining answers to the following practice-oriented questions: what we want to develop (the planned result of the polysensory approach to the construction of the urban geobrand); is it possible to be developed (the possibility of practical implementation of the polysensory approach in the process of construction of the urban geobrand); why do we want to develop it (the planned implementation effect of the polysensory approach in the urban geobranding); how to develop it –(the development algorithm of synthesised geobrand of the city). As a result of the research, the psychological specificity of polysensory geobranding is analysed; the concept of the synthesised geobrand of the city is introduced; the main requirements to the construction of the competitive identity of the synthesised city geobrand are identified and systematized; the important procedures of its development are described; the opportunities and limitations of the practical implementation of the polysensory approach in the urban geobranding are analysed. As an illustration of the successful use of polysensory geobranding tools, the results of reconstruction of the main sensorially coloured information units of the semantic field of Sochi, which are obtained by analysing the actual information field of the geobrand, are presented.