Research background: The author analyzes the phenomenon of cultural identity of the city and its cultural and economic aspects which allows us to create the concept of the Imperial city, and analyze its relationship with its own historical background and ideas about the global city. Structural analysis of modern ideas about the Imperial city allows us to ensure a strong urban brand and influences its global competitiveness. Purpose of the article: The article is devoted to the problem of forming strong brands of certain territories, in particular, Imperial cities, and their impact on the competitiveness of the region. Methods: The multidisciplinary approach to the analysis of a chosen phenomenon combining economic-statistical and cultural-philosophical methods to assess the mutual influence of the city’s globality and its Imperia concept on the formation of its distinctive ecnomically strong brand. Findings & Value added: The analysis showed that a new understanding of the phenomenon of the Imperial city, strengthening its brand, increasing recognition in the world and close ties with cultural dominants allows the Imperial cities to attract significant financial investments and improve their competitive position at the global market. As a scientific growth, the author can consider the influence of the Imperial city concept on the structure of the formation of a successful urban brand of a territory. The author proposes the new methodology for assessing the brand value of the Imperial City.

Research background: In the context of the COVID-19 pandemic and its global consequences, a fundamentally different economic environment arises, which requires the use of new approaches to the formation of the economic policy of the region and the identification of new ways to ensure the global competitiveness of the region. Territories are beginning to compete for previously unclaimed resources, as well as use new methods of promotion and positioning. Purpose of the article: The purpose of this work is to identify new economic conditions caused by the COVID-19 pandemic and its consequences, as well as to assess the impact of these conditions on the effectiveness of the economic policy of the region and the applied promotion and positioning strategy. Methods: The methods of this study are determined by the increasing level of uncertainty of regional development processes, which requires the adaptation of analysis tools. The work uses matrix and hierarchical research methods that allow for a qualitative analysis of problem situations. Findings & Value added: The research carried out made it possible to identify and systematize the main characteristics of the new economic environment and assess its impact on the applied development strategy of the region, which guarantees a higher probability of achieving strategic competitiveness. The novelty of the study lies also in the recognition of the mobilization effect of “forced digitalization”, while in the context of a pandemic, this mobilization was based on stable (stereotypical) interaction practices.