Олександр Юрченко
The article examines the evolution of scientific approaches to the assessment of territorial brands and systematizes contemporary methodologies for determining their value and the effectiveness of place brand marketing. The study analyzes the principal international concepts and approaches to territorial brand assessment, identifying their advantages, limitations, and potential for practical application. It is established that the existing methodological approaches are primarily focused on evaluating individual components of a territorial brand and do not provide a comprehensive consideration of the economic, marketing, social, reputational, and digital factors that shape its value under current conditions of territorial development. Based on the generalization of theoretical foundations and contemporary scientific concepts, a conceptual model for the comprehensive assessment of territorial brand value and place brand marketing effectiveness is developed. The proposed model integrates economic, marketing, social, reputational, and digital dimensions into a unified assessment framework. An integrated methodological approach to the formation of a composite assessment index is proposed, enabling comparative analysis of territories, identification of the strengths and weaknesses of territorial brands, evaluation of the effectiveness of place brand marketing strategies, and substantiation of directions for their improvement. The proposed methodological framework is tested using the case of Ukrainian cities, confirming its practical applicability for the comprehensive assessment of territorial brand value and for supporting strategic managerial decision-making. It is substantiated that the implementation of the proposed model enhances the objectivity of assessment, provides analytical support for public authorities and local self-government bodies, strengthens the competitiveness of territories, and can serve as an effective tool for developing place brand marketing policies in the context of digital transformation, martial law, post-war recovery, and Ukraine's European integration.