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TERRA ECONOMICUS

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  • No 3.2
  • Brand territory: content of forming model, construction practices in Russian regions

Brand territory: content of forming model, construction practices in Russian regions

TERRA ECONOMICUS, , Vol. 11 (no. 3.2),
p. 120-125

The article highlighted and discussed conceptual approaches to understanding the formation of brand and territory are considered received the most practical implementation model for constructing regional brands, analyzes the practice of development and promotion of tourism brands Russian regions.


Keywords: brand territory; regional branding; marketing territory; competitive identity territory; regional development

References:
  • Anholt S. (2004). Branding: the road to the world market. M. Kudits - Image. (In Russian.)
  • Anholt S. (2007). Competitive identity. The new brand management for nations, cities and regions. Palgrave Macvillian.
  • Bazhenova E.Y. (2013). Brand territory as a marketing tool tourist attraction in the region. Problems of development of tourism through the eyes of Russian and Polish scientists. Ed. A.V. Serikov, G. Sroslyak. Rostov-on-Don – Krakow: MarT. (In Russian.)
  • Bazhenova E., Sroślak G. (2013). Zarządzanie regionem, regionalizm i region w Federacji Rosyjskie. Zarządzanie Publiczne. Nr 1(21) 2013. P.9-21. Available at: http://www.wuj.pl/page,prodebook,prodid,2155,katid,118.html,prodebook,prodid,2155,katid,118.html (In Russian.)
  • Burceva T.A., Kuznetsova A.V., Voroztsov S.N. (2009). Manage regional brand. Marketing in Russia and abroad. 2009. Nr 1. Available at: http://www.dis.ru/library/market/archive/2009/1/4778.html. (In Russian.)
  • Vasilenko I.A., Vasilenko E.V., Lyaporov V.N., Lyul’ko A.N. (2012). Russia’s image: the concept of national and regional branding / Ed. I.A. Vasilenko. Moscow, Economics, 2012. (In Russian.)
  • Dinny K. (2013). Branding territories. Global best practices. Moscow, Mann, Ivanov and Ferber, 2013. (In Russian.)
  • Loguntsova I.V. (2012). Theoretical study on developing strong brands modern territories. Public Administration. The newsletter. 2012. Nr 33. August. Available at: http://e-journal.spa.msu.ru/images/File/2012/33/Loguntsova.pdf. (In Russian.)
  • Patchwork brand Rostov region. Available at: http://rostovnadonu.bezformata.ru/listnews/loskutnij-brend-rostovskoj-oblasti/3227128/. (In Russian.)
  • Ogilvy D. (2006). Ogilvy on Advertising. Moscow, Penguin Books, 2006. (In Russian.)
  • Patsula A.V., Sotnikov A.A., Zlotnitsky E.E., Kolesnik N.N., Sukhinin I.V. (2010). Brand of the region: the formation of the concept and practice of management. Available at: http://www.science-kaluga.ru/authors/?content=info&id=870. (In Russian.)
  • Rodkin P. (2011). Russian cultural thaw. Perm - best territorial brand. What’s next? Available at: http://www.prdesign.ru/text/2011/perm.html. (In Russian.)
  • Serikov A.V., Barkov F.A., Bazhenova E.Y. (2013) Tourist Image of Rostov Agglomeration as a Factor of Regional Branding of the Rostov Region. World Applied Sciences Journal. Volume 26 Number 4, 2013. P. 484-488. Available at: http://www.idosi.org/wasj/wasj26%284%292013.htm.
  • The United States topped the rating of national brands Simon Anholt in 2009. Centre for Humanitarian Technologies. Available at: http://gtmarket.ru/news/state/2009/10/29/2214. (In Russian.)
Publisher: Southern Federal University
Founder: Southern Federal University
ISSN: 2073-6606