БРЕНД ТЕРРИТОРИИ КАК КЛЮЧЕВОЙ ФАКТОР ЕЁ РАЗВИТИЯ1
TERRITORY BRANDS AS CRUCIAL COMPONENT OF ITS POTENTIAL FOR DEVELOPMENT
Author(s): A.O. BulinaSubject(s): Social Sciences, Geography, Regional studies, Regional Geography, Environmental Geography, Social development, Rural and urban sociology, Sociology of Culture, Sociology of the arts, business, education, Environmental interactions, Marketing / Advertising
Published by: Издатель Наталья Докучаева
Keywords: brand territory; socio-cultural sphere; creative class;
Summary/Abstract: City and place branding has become increasingly popular in recent times. It was picked up by the Russian regions. Perhaps, in this case a gap between Russia and Western countries will benefit, since branding professionals will take into account experience, both positive and negative. It affects primarily the impact of the brand on the territory through the prism of human flows: tourist and professional and other. City or territory brand can be seen a marker in overcoming the problems associated with asymmetric and incomplete information. Building brand and marketing strategy for Russian regions can and should take into account previous experience but with caution on its own character.
Journal: Лабиринт. Журнал социально-гуманитарных исследований
- Issue Year: 2013
- Issue No: 5
- Page Range: 23-29
- Page Count: 7
- Language: Russian