Abstract
Development of territory brand image and development of its strategy become a necessary factor in the effective implementation of territorial development. Having analyzed the existing definition of “brand image” the author gives the interpretation of “territory brand image”. The article illustrates its classification: types of brands; concepts and options for modifications in development of territory brand image; territory consumers; new marketing technologies. The identity of territory brand image, a key element of the model, is a set of competency areas: innovation, creativity and investment activity. Aaker and Yohimshtayler’s modified model is a model of territory brand image, with a focus on the global perception of geographical boundaries of the brand, the multiplicity of regional products and markets.
Highlights
Since there is no such concept as territory brand image and an effective mechanism of its development, this research confirms its relevance scientifically
The generalized mechanism for development of territory brand image is presented in seven main successive steps: strategic planning, research, development of brand platform, brand identity development, development of www.ccsenet.org/res
As that follows from the comprehensive analysis of various options interpretations of the brand image concept, considering the generality of existing scientific views, the author suggests his own definition of territory brand image
Summary
It is necessary to develop new theoretical and methodological positions in territory management on the basis of marketing due to the increasing global competition between the territories of market resources and investment, and as a result, the activation of branding territories for the last ten years (Aaker, 1991; Anholt, 2004; Arnold, 1993; Meshcheryakov, 2011; Randall, 2000). The creative approach to social and economic phenomena can become the most effective means of leveling effects in the global economic downturn and transition to a qualitatively new level of economic development (Jacoby & Chestnut, 1978; Keller, 2002; Mamleeva, 2010; Weilbacher & Rothenberg, 1993).
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