Branding of a major transport center as a tool of competition

Abstract

The purpose of the study: analysis of the content and features of the branding of Novosibirsk from the point of view of the competitiveness of the territory and the socio-economic development of the region. Materials and methods of research. The theoretical and methodological basis of the study was made up of scientific works of Russian and foreign scientists in the field of territorial branding. The research was carried out using general scientific methods of theoretical and empirical cognition: analysis, synthesis, comparison. Results: it is shown that the increase in the level of socio-economic development of the country and its regions is accompanied by processes and trends that increase the importance of individual industries in their socio-economic development. Such industries can become the main factors of competitiveness. Currently, the branding of the territory, along with other tools of strategic development, is considered the most important resource necessary for the development of territories and increasing their competitiveness. Conclusion: the formation of the brand of the city of Novosibirsk, based on an integrated approach, will allow using the brand as a strategic tool for the socio-economic development of the city and increasing its competitiveness. In modern conditions, tourism can become one of the industries that contribute to the socio-economic development of the region.