Development of regional branding under present-day conditions in Russia Cover Image

Развитие территориальных брендов в современных условиях РФ
Development of regional branding under present-day conditions in Russia

Author(s): Alexandra Ugryumova
Subject(s): National Economy, Regional Geography, Economic development, Marketing / Advertising
Published by: Переяслав-Хмельницький державний педагогічний університет імені Григорія Сковороди
Keywords: branding; life-cycle; visual brand identity; positive territory image; brand portfolios;

Summary/Abstract: Object, purpose: Regional brands are chosen as the object of study in the research. Existing systematic approaches of regional brands are permanently supplemented and modified as the experience of regional branding enriches the study and allows estimating of reinforcement of territorial advantages wider.The main purpose of the article is to study and to summarize the development of regional brands in Russia.The peculiarity of Russian regional branding is disclosed which complexity is individualization of regions.The importance of regional brands for enhancing the competitiveness of regional entities is highlighted.Method, methodology of work: The logic analysis and the comparative analysis are used in the current study. In particular, the generalization of the classification of territorial brands is implemented systems analysis of the factors, used methodology oriented management and marketing techniques to efficiently manage the portfolio of brands territory. Results: As the results of research work presents a classification of territorial brands which is shown and proved alternative assessment of the impact on the brand image of the territory, marked the main stages of regional branding and formulated the basic principles of territorial brand portfolio.Range of application: The results can be used in the practice of public administration of subjects of the Russian Federation, as well as in other countries interested in promoting their own regions and to raise their recognizability in order to improve the image and competitiveness.Conclusions: Learning and enriching experience of the territorial brand management has a direct impact on the perception of theexternal and internal marketing environment of the territory. Knowledge of the structure of the territorial brands and the basic regularities of their formation, allows the most efficient control of branding area and form the optimal portfolio of brands.

  • Issue Year: 1/2015
  • Issue No: 24
  • Page Range: 18-22
  • Page Count: 5
  • Language: Russian