Abstract
<jats:p>In the current conditions of globalization and digitalization of the information space, branding of territories is becoming an important tool for forming a positive image of cities, regions and countries, which ensures their competitiveness at the national and international levels. The article is devoted to the analysis of the role of public marketing communications in branding of territories, their main tools and practical implementation using the example of Lviv city. The research is based on modern scientific works on marketing, public communications, tourism and regional development, as well as on materials of official strategies and practical cases of Lviv. The article identifies the key tools of public marketing communications used in branding of territories: strategic communication campaigns, digital platforms and social networks, event marketing and cultural projects, public diplomacy and international communications, as well as public participation in brand formation. It is analyzed how each of these tools contributes to the formation of a holistic image of the territory, strengthening its authenticity, attracting target audiences and increasing recognition at the national and international levels. The example of Lviv shows the practical implementation of the above tools: strategic campaigns of the brand “Lviv – open to the world” ensure consistency of messages and visual identity; digital platforms and social networks allow for two-way communication with tourists and residents; event marketing and cultural festivals strengthen the emotional image of the city as a cultural capital; public diplomacy expands the international presence and strengthens the brand through cooperation with foreign partners; and public participation ensures legitimacy and social support for the brand, integrating local values and identity into communication narratives. The results of the study emphasize that the comprehensive use of public marketing communication tools allows territories to form a sustainable, authentic and recognizable brand, which has a positive impact on tourist attractiveness, economic development and social cohesion.</jats:p>