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 is devoted to the analysis of economic cooperation between Ukraine and India during 2001-2020. The study is based on data from the Trade Map portal, information from the website of the Embassy of Ukraine in India, India Brand Equity Foundation (IBEF), reports of international organizations and scientific publications. The article systematizes the legal acts regulating mutual foreign trade and scientific and technological cooperation. The dynamics of key indicators is analyzed: the dynamics of Ukrainian�Indian trade, share of India in Ukrainian merchandise exports and imports, share of Ukraine in trade flows to and from India. The main items of Ukrainian exports to India and the commodity composition of Ukrainian imports from India are identified. Special attention is paid to the possibilities of scientific and technological cooperation. It was found that the state of Ukrainian�Indian trade in goods does not correspond to the existing potential of both countries. The reasons are different in each case, but if desired, they are easy to overcome. The advantage for Ukraine is a significant positive balance of mu� � tual trade. Some Indian goods are quite important items of import, but both countries are not critically dependent on each other by major product groups. Possible priority areas for Ukrai� nian�Indian cooperation in science and technology are: information and communication tech� � nologies, biotechnology, pharmaceuticals and medicine, new materials and nanotechnologies, energy and energy resources, space and astrophysics. India is in the third group of priority countries for the development of Ukraine's international cooperation. Further development and improvement of the structure of mutual economic relations already have a good basis and can increase their level of priority in the future. An important advantage in the development of bi� lateral relations with democratic India is that, unlike Russia, it does not pose challenges to in� ternal stability, does not discredit Ukraine in the international arena and does not threaten the existence of our state.

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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 United States and Western Europe are key markets for luxury goods, yet it is the latter that is best known for the traditional high-quality craftsmanship and materials that are central to the appeal of luxury goods today. By providing an overview of key features of the markets for luxury in the United States and Western Europe, this chapter will reveal not only differences in demand but also how the luxury industries in these two key areas are converging in many ways. The chapter is based on research in Euromonitor International’s database and reports and is organised around three key cornerstones of luxury, namely, rarity, emotion, and quality.