Reconstructing historical identity through territorial branding: a geographical study of a Polish-Jewish town

In the context of the Russian Federation's armed aggression against Ukraine, the preservation of cultural heritage sites as elements of spatial identity and the basis for shaping the image of a place in collective memory is becoming particularly relevant. From the perspective of geographical analysis and strategic planning of territories, the paper proposes the use of branding as a tool for integrating historical and cultural resources into the system of spatial development. The study covers a historical and geographical analysis of the city of Korostyshiv, whose cultural landscape has been shaped by the coexistence of several ethnic communities (Jews, Poles, Italians, Germans), with an emphasis on the role of the Olizar family's heritage in shaping the city's identity. The scientific novelty lies in the combination of methods of geographical regional studies, urban studies, and branding to develop visual markers of identity based on lost or partially preserved monuments. For the first time, the potential of the stone sculpture park as a symbolic space capable of accumulating local history and transmitting it through visual means has been analyzed. Conceptual logo options are proposed that can be used as a basis for creating a city brand book. The practical significance of the work lies in developing approaches to branding small cities with a multi-layered cultural heritage under conditions of limited financial and administrative resources. Branding is a key tool in shaping the unique spatial identity of a city, strengthening local cultural memory, and engaging the public in the preservation and promotion of cultural heritage. The proposed visual markers and concepts of the brand book can serve as a basis for strategic planning of the city's cultural development and tourist appeal.