Creation of a territorial brand of a historic city based on the experience marketing concept

The work identifies and analyzes various tools that influence the creation of the place brand of the city. The aim of this work is to create a place brand of a historic city based on the example of Tbilisi based on the concept of marketing experiences.
To accomplish this task, examples of branding of other well-known tourist cities are given, methods for assessing the personality of a city brand are analyzed, the identity of the city of Tbilisi is determined, and marketing tools for impressions that can be used for place branding of the city are identified.
Further in the work, hypotheses are tested using the online survey method. Many hypotheses are based on the concept of experience marketing. Further, the city's personality brand is built based on the interview method.
Based on the study, recommendations are developed for creating a brand of a historic city on the example of Tbilisi.