Georgian Scientists/ . 7 N 2, 2025 539

Georgian Scientists

 Vol. 7 Issue 2, 2025

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:

1. Hasan Mahmoud Mansour, Fernando Brandão Alves, António Ricardo da Costa. The Challenges
in Understanding Urban Identity. U.Porto Journal of Engineering, 9:2 (2023) 114-131. ISSN 2183-
6493. doi: 10.24840/2183-6493_009-002_002207

2. . . 
. XIV  „

“  I. , 2021. . 42-47 doi:
10.22250/ISS.2021.9

3. Yang, T.; Ye, M.; Pei, P.; Shi, Y.; Pan, H. City Branding Evaluation as a Tool for Sustainable Urban
Growth: A Framework and Lessons from the Yangtze River Delta Region. Sustainability 2019, 11,
4281. https://doi.org/10.3390/su11164281

4. Duque Oliva EJ, Sánchez-Torres JA, Sanabria Niño JS. City brand evolution research and future
agenda: bibliometric and science mapping analysis. Heliyon. 2022 Aug 5;8(8):e10031. doi:
10.1016/j.heliyon.2022.e10031.

City branding

Mariam Khabeishvili1; Nino Khabeishvili2

1Doctor of Architecture, Associate Professor, Georgian Technical University, : m.khabeishvili@gtu.ge;
2Doctor of Architecture, Professor, Georgian Technical University, n.khabeishvili@gtu.ge

Abstract

The article discusses the visual identity system of the territory in today's reality, against the background
of growing urbanization, city branding as a strategic process of creating a unique brand image and its
important aspect, the concept of city awareness - identity. The design criteria integrated into the city
branding structure and the specific factors involved in their formation are determined. Appropriate
conclusions are made and the probable prospects for the development of smart city branding platforms
in the evolution of urban space are outlined.

Keywords: Identity, brand, corporate style, territorial branding, smart cities.