СОЗДАНИЕ БРЕНДА ТЕРРИТОРИИ В КАЧЕСТВЕ ИНСТРУМЕНТА УПРАВЛЕНИЯ РАЗВИТИЕМ МЕСТНОЙ ПРОМЫШЛЕННОСТИ

Abstract

The article considers the concept, the essence and evolution of the concept “territory brand”, and compares commercial and territorial branding; it studies the role of branding in a micro-context (region, city), and also identifies factors that affect the brand of a territory. The author considers various scientific approaches to determining the true goal of territorial branding. Basing on the analysis, the key points of creating a territory brand in the current economic situation are highlighted. The article discusses the features of positioning a territorial brand today. It is noted that currently the branding of the territory is defined with an emphasis on the brand and its ability to differentiate and project an image towards the external audience. The main goal is to go beyond attracting tourists in order to also attract talent, investment capital, infrastructure, etc. The author has developed a model for managing the development of local industry through the creation of a brand of the territory and considered the possibilities and prospects of its application on the example of the Kalyazinsky district, Tver region. The article identifies three main goals for which the branding of the territory should be focused: ensuring identification and commitment from the local population and business structures, acting as a mechanism that can generate positive audience perceptions about a given territory, as well as serving the interests of the development of territorial entrepreneurship. At the end, the author made the main conclusion that territory brand is a necessary and extremely important asset in poaching investment capital, talent, infrastructure, enterprises and events, among other advantages.