Territory Branding of Southern Federal District Areas: Management Model and Strategy of Tourism Brand Promotion
How to Cite
Сhernobrovkina N.I. Territory Branding of Southern Federal District Areas: Management Model and Strategy of Tourism Brand Promotion. Humanities of the South of Russia. 2018. Vol. 7. No. 4. P. 207-216. DOI: https://doi.org/10.23683/2227-8656.2018.4.17 (in Russ.).
Abstract
The article presents regional brand management model targeted at enhancing its tourist attractiveness via development and implementation of territory branding strategy. Theoretical background used is brand management concept in accordance to which territory branding is a way to manage the development of the region and is a tool of regional development strategy implementation. Empirical data of the research are marketing strategy of tourism development in Krasnodar Territory and Rostov Region as a system of branding of territorial entity. As a result, the structure of regional brand development has been suggested, its main goals, functions and measures of efficiency have been defined. Universal marketing strategy of territory branding implemented by management bodies can be used for planning and control of activities performed by regional executive authorities within the development and promotion of regional brand.
Keywords:
territory branding, regional branding, brand of region, branding strategy, brand management model, tourism brand
References
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Go, F. (2009). Place branding: glocal, virtual and physical identities, constructed, imagined and experienced. N.Y. : Palgrave Macmillan.
Vazhenina, I.S. (2012). Territory branding: essence and issues of formation. Marketing v Rossii i za rubezhom, 2, 87-96. (in Russian).
Vanina, E., Krasil'shchik, S. (2017). City brand is more than a phrase. Afisha. Available at: http://www.afisha.ru/article/ sobyanin-interview/ (in Russian).
Vizgalov, D.V. (2008). City marketing. Practice guide. М.: Institut ekonomiki goroda. (in Russian).
Kuznetsova, A.V., Vorozhtsov, S.N. (2009). Management aspect of creating a brand. Marketing v Rossii i za rubezhom, 1, 43-50. (in Russian).
Rzun, I.G., Starkova, N.O. (2016). Shaping model of regional brand management. Vestnik NGIEI, 4, 62-73. (in Russian).
Rod'kin, P. (2016). Samara region - another example of vicious approach to territory branding. URL: http://www.prdesign.ru/ text/ 2012/samaralogo.html (in Russian).
Safonov, O. Rostourism has estimated the profit of Russia from tourism in 2017. Available at: https://www.vedomosti.ru/ lifestyle/articles/2018/05/27/770664-dohod-ot-turizma (in Russian).
Managing tourism brand of Rostov region. Available at: http://www. octobdonland.ru/info/news/news_19289.html (in Russian).
Dinnie, K. (2004). Place branding: overview of an emerging literature. Place branding and public diplomacy, 1, 106-121.
Go, F. (2009). Place branding: glocal, virtual and physical identities, constructed, imagined and experienced. N.Y. : Palgrave Macmillan.
Citation Formats
Other cite formats:
APA
СhernobrovkinaN. I. (2018). Territory Branding of Southern Federal District Areas: Management Model and Strategy of Tourism Brand Promotion. Humanities of the South of Russia, 7(4), 207-216. https://doi.org/10.23683/2227-8656.2018.4.17
Section
ECONOMY AND MANAGEMENT
