GEOGRAPHICAL FOUNDATIONS OF TERRITORIAL COMMUNITY BRANDING: THE CASE OF IVANO-FRANKIVSK OPILLIA

Abstract

The paper argues that place branding of Ukrainian territorial communities should be treated as reputation governance and spatial identification rather than logo-making, and therefore must rely on verified geographical characteristics, up-to-date physical-geographical regionalisation, and coherent landscape – cultural markers. The aim is to assess the scientific accuracy and completeness of how communities of Ivano-Frankivsk Opillia represent themselves on official websites and in strategic documents. Methodologically, a content audit of websites, investment passports and development strategies was conducted for seven communities (Bilshivtsi, Bukachivtsi, Burshtyn, Yezupil, Halych, Dubivtsi and Rohatyn), and the statements were compared with academic interpretations of Opillia’s boundaries and internal structure. Results reveal a systematic underrepresentation of Opillia identity, fragmented physical-geographical profiles, terminological and factual errors (including mislabeling of protected areas), and a lack of visual communication (photo banks, sketch maps, visitor navigation). At the same time, Burshtyn, Dubivtsi and Rohatyn show partial institutionalisation of an ‘Opillia brand’ through strategies, cultural initiatives and route practices. The paper proposes a standardised selfrepresentation template (concise physical profile, ethnocultural markers, heritage cores, recreation nodes and a glossary), a KPI framework (awareness, visitation, share of local content, number of initiatives, SME growth in creative – tourism niches), and a network platform ‘Opillia Communities’ for co-branding. The role of geographers is highlighted as crucial for boundary verification, terminology standardisation, protected-area audits and aligning official narratives with open sources and educationoriented actions. It frames branding as a geography-led governance tool todays.