The purpose of the article is to identify and analyze the
problem areas of formation of values of cultural objects and further
positioning of the territories in which they are located. Nowadays,
approaches to the competitiveness of a market entity operating in the
global economy have been changing dramatically due to the fact, that
business has increased its role in a post-industrial society. The importance
of marketing, especially in the field of culture, is considerably enhanced by
the dominance of imperceptible assets inherent in the knowledge economy.
However, the use of marketing involves taking into account the specifics of
cultural practices. These practices manifest themselves at the level of
understanding the nature of the cultural product as well as at pricing,
promotion methods and mechanisms of distribution of cultural products to
target consumer markets. The article uses the methodology of
breakthrough positioning based on modified Cagan–Vogel maps and
shows that since the culture is the “sphere of presence” of public interest,
art objects cause growing competitiveness of territories where they are
exhibited. The article substantiates the need for state participation in
promoting cultural goods.