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

This study explores how cultural heritage contributes to the formation of collective identity and place attachment in small cities. 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 was formed as a result of the coexistence of several ethnic communities (Jews, Poles, Italians, and 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 analysed. 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.