Importance The article deals with the issues of assessing the city cultural brand. Objectives We aimed to develop a methodology for assessing the city cultural brand in relation to the degree of development of the art market associated with the city. Methods We used a modified procedure for evaluation by the analytic hierarchy process, as well as the modified techniques of Kevin Keller, McKinsey, Y&R, and breakaway positioning. Results We propose an evaluation methodology of the city cultural brand in conjunction with the influx of investment capital, its attractiveness to tourists and the activity of art dealers in the market associated with that city. Our paper shows that the methodology for evaluating brands of territories is currently underdeveloped and requires substantial revision. The proposed tool for evaluating and comparing cultural city brands as important assets of countries is recommended to use in the process of implementing economic policies. Conclusions We conclude that the city's cultural brand has significant value, and it can greatly affect the city's attractiveness to various consumer groups, including players of the art market, who clearly associate the market with the city, and this contribution can be estimated using the integrated procedures.
Keywords: city cultural brand, clustering, value, analytic hierarchy process, positioning
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