«BRAND OF LVIV»

Performed by a student of the group RS18-1 Bila Vitaliy

 WHAT IS A BRAND?
• A brand is a combination of values that consists in people's perception of a certain product,
service, company. But the city can also have an image. It will be formed on the basis of
subjective beliefs, feelings, impressions, thoughts and emotions in the minds of the target
audience.
THE BRAND OF LVIV IS NOT…
The brand of Lviv is not what its
leaders say about the city. Formal
and unofficial symbols are also
not a brand. What journalists say
about the city is not a brand,
although they shape it every day.
Tourist publications often write:
"Ukrainian Piedmont", "pearl of
world culture", "gate between East
and West", "little Paris", "little
Rome"…The set of these
definitions is not a brand either.
The brand of Lviv is what an
individual feels when thinking
about our city, it is the emotions
associated with it. Not what a
person reads or hears, but what he
"feels inside." That is why it is
important to know the opinions of
Lviv residents about Lviv, and
even more important - not Lviv
residents.
NO ONE CAN CREATE A LVIV BRAND "FROM
THE BEGINNING"
• It already exists. It can only be formed. Just as a good gardener gradually forms the crown of a tree or
shrub, pruning it in the right direction each year. However, it should be noted that our "tree" is relatively
small - the Lviv brand exists for a small number of potential tourists. Apart from Ukraine, most adults in
Poland and the countries of the former Soviet Union know about us. There is no Lviv for the rest of the
world yet. We can only be glad that where there is a brand of city, it is mostly positive. For residents of
Ukraine, Lviv is often seen as an "ancient beautiful city." For Poles, this is a great historical and national
sentiment. For the inhabitants of the former Soviet Union, Lviv, together with the three Baltic capitals,
has always been almost in Europe, with a special mentality, culture and traditions.
IN OCTOBER 2006, LVIV RECEIVED A NEW LOGO.
IN 2019, IT WAS IMPROVED A NEW BRAND BOOK
OF THE CITY

2006 2019
CITY ICONS

The brand boots of 2019 are drawn

to use more than a hundred urban
thematic icons:
Music
Architecture
Sport
Coffee
Rain
Atmosphere
City holidays
Transport
Levi
Business, education
Tourism
Business, work, education
BRAND DESCRIPTION OF THE CITY OF LVIV
• The most frequently mentioned brands in Lviv include the image of a multiethnic city (guides
must show the streets of Armenian, Russian, Old Jewish, talk about Poles, Germans, Italians,
Greeks), the city of coffee (tell about Kulchytsky, the traditions of coffee shops), the city of
sweets and candies (Continuing the Austrian culinary tradition, Lviv not only knows what
"tsvibak" and "strudel" are, but also knows how to bake them).
BRAND DESCRIPTION OF THE CITY OF LVIV
• In the second half of the 20th century. Lviv gained the fame of the "Bandera city". This brand is
perceived as both very positive and sharply negative, but it is undoubtedly one of the strongest
myths about this city. Many tourists from Eastern Ukraine sincerely admit that they were afraid
to come here, and when they arrived - they were afraid to speak Russian (they were sure it was
dangerous), and only on the second or third day the fear passed ...
PROBABLY THE SHORTEST AND AT THE
SAME TIME THE MOST COMPLETE
DEFINITION OF THE LVIV BRAND ARE
THE WORDS OF THE LEGENDARY
GADYUKIN BROTHERS: "WE ARE GUYS
FROM BANDERSTADT, WE GO TO
CHURCH, WE HONOR OUR PARENTS ..."
 THERE ARE THREE IMPORTANT
COMPONENTS TO THIS DEFINITION
• First, Ukrainian patriots live in Lviv-Banderstadt, nationalist ideology prevails, and the real
heroes are UPA soldiers and political prisoners of the Soviet regime. This is reflected in street
names, monuments, plaques and red and black flags near the Shevchenko monument. Lviv
residents know the words of the Ukrainian anthem and other patriotic songs, even "Many
Summers" sing to the melody: "For Ukraine, for its will ...".
 THERE ARE THREE IMPORTANT
COMPONENTS TO THIS DEFINITION
• Secondly: in Lviv they "go to church". One priest once remarked: "In the east of Ukraine,
believers go to church, and here, in Lviv, everyone goes to church." There are many temples and
monasteries in the city, and they are not just pearls of architecture, but also active shrines. Lviv
residents mostly celebrate religious holidays, know the answers to greetings: "Christ is Born"
and "Christ is Risen", are baptized in a minibus, passing by the church (drivers as well). Most
private companies and entrepreneurs do not do physical work on holidays, some do not work at
all. Therefore, calculating, for example, the schedule of construction of the house, these days
should be marked in red, as well as Sundays.
 THERE ARE THREE IMPORTANT
COMPONENTS TO THIS DEFINITION
• Third: in Lviv, "honor parents" and preserve parental (folk) traditions. The people of Lviv love
St. Nicholas, organize nativity scenes, sing carols, lead parties, sing folk songs, and perform
wedding rites. Every day Lviv residents - ordinary modern people of the 21st century, pragmatic
city dwellers, however, the moment comes - and they move to the peasants in embroidered shirts,
or just perform certain ceremonies, support the tradition because so did my mother, so did my
grandfather, or just "It must be so." Often these rites or celebrations become hybrids from
different cultures, sometimes they are very distant, or even incompatible with tradition, but they
are not in a museum, they live.
 THERE ARE THREE IMPORTANT
COMPONENTS TO THIS DEFINITION
• In recent years, thanks to the annual autumn (and starting this year - also spring) Publishers' Forum, a new
brand of Lviv as a book city has been established. Traveling to a big fair, Lviv residents buy books for
themselves, for children, as a gift to family and friends. At the opening ceremony of the Forum, the stage of
the Lviv Opera appears in the form of Knigburg Square. And in his speech, the Kyiv guest is emotionally
fascinated by the city, where so many bookstores and people read a lot, in contrast to the capital, where
everything is the other way around ... This idea of ​a "book city" becomes stronger every year, even stronger
than reality. Meanwhile, in reality, Lviv is no different from other cities in Ukraine, where bookstores are
shrinking and people hardly read books.
In order for the truth about the city
to become a positive tourist brand,
there is a simple recipe. First - to
create a tourism product, secondly -
a good infrastructure, and thirdly -
to establish a well-thought-out and
active marketing communication.
And then - it takes some time.
Because no gardener will be able to
form a bush in a year or two. We
have to wait until the branches
grow.