Territorial Brand Research Articles

The Metaverse Territorial Brand: A Contemporary Concept

The “Metaverse Territorial Brand” integrates core and interconnected elements into a virtual, interactional, experiential, and immersive space known as the metaverse. This type of brand encompasses the connection with immersive territories that may or may not be digital twins of real territories. It also encompasses two interconnected physical scales: the territorial and the regional, involved in another type of emerging territorial scale, known as the metaversal scale. Therefore, the “Metaverse Territorial Brand” is a digital-immersive extension of the territorial brand of physical territories, encompassing specific geographical and cultural aspects, but directed to the metaverse environment. This brand is a symbolic digital construction, but also a multifaceted one that incorporates discursive and visual elements, articulated by the social actors of the immersive territory, aiming to create a specific and distinct identity for a space in the metaverse. When talking about social actors in the metaverse (users), we highlight that this set of actors may or may not be the same as the physical territory. It is also important to highlight that both the territorial brand directed to physical territories and the “Metaverse Territorial Brand” are formed from the power relations of a given set of social actors. Therefore, without the strategic intention of a plurality of social actors that stimulate these relationships, there is no type of territorial brand involved.

Digital tools for territory branding

Territory branding is actively used for the deve­lopment and promotion of villages, towns, cities, regions, and countries in the modern world. And if earlier traditional marketing tools were enough for effective branding and promo­tion, today it is mandatory to use digital mar­keting methods and tools. The aim of the article is to substantiate and systematize digital ma­rketing methods and tools for territory branding. When conducting the research, general scientific and special methods were used: dialectical, analysis and synthesis, induction and deduction, comparative analysis, grouping, structural-logi­cal, logical generalization of results, as well as graphic. The essence, the principles and func­tions of territory branding have been determi­ned. Segments of the target audience for the promotion of territory brands have been identi­fied, such as: investors, entrepreneurs, the popu­lation, tourists. The brand development direc­tions of Ukraine and its territories are outlined. The internal and external factors of the marke­ting environment of territories are highlighted and the concept of territory branding in the digi­tal environment has been given. Digital chan­nels, methods and tools of territory branding are substantiated and systematized.

A choice experiment economic valuation of cultural heritage tourism ecosystems

Economic valuation studies of non-market goods in culture and tourism have a long and recognised track record. Many studies focus on evaluating well-defined examples such as monuments, institutions or events, leaving the valuation of cultural heritage tourism ecosystems as an important and less explored challenge. This work addresses the evaluation of a cultural tourist ensemble in which factors such as the natural landscape, elements of tangible historical heritage and intangible technological knowledge are integrated, all referring to a specific territorial demarcation, which acts as a driver of tourist appeal. Choice experiment methodology is applied to obtain the value allocated to different attributes of the ensemble by various groups of visitors, according to their origin or type of stay: first, local, national and foreign visitors; and second, the canonical distinction between excursionists and tourists. In general, locals report a greater contribution to preserve cultural expressions while nationals and foreigners do so for tourism services. Tourists report greater appreciation for cultural consumption while excursionists do so for drivers of cultural and territorial brand. Our approach and results can provide a better basis to implement strategies of management and preservation of cultural ecosystems as niches for tourism activity and economic impact.

Building and communicating territorial brand values: The case of Destination British Columbia

In today's interconnected world, effectively communicating territorial values is paramount for regions seeking to distinguish themselves globally. Effective destination branding requires carefully synthesizing cultural, historical, natural, and socioeconomic elements to create an enticing identity for tourists, investors, and locals. How a region communicates its unique attributes is crucial in shaping its perception and attractiveness in a highly competitive global market. British Columbia is a prime example of successful destination branding, thanks to its remarkable cultural diversity and breathtaking natural landscapes. BC has effectively conveyed its values and appeal to a worldwide audience through various innovative strategies and platforms. This paper explores BC's communication efforts through its website and social media, analyzing how it conveys its essence to a diverse audience and positions itself on the world stage. Ultimately, BC's success in this domain highlights the critical role of effective territorial value communication in today's globalized world.

The State of the Art of Methodological Research on the Role of the Brand in Local Products

The products of the territory play an important role in the economic life of a country. They provide the right framework for economic and social development at the local and national levels. In the Albanian literature, there are no in-depth studies regarding the methodology used to increase the value of the local brand, and as a result of not researching this factor, this study helps the brand with local indicators. The purpose of this study is to provide an overview of the methodology in general and the method used in the research on the role of the brand with indicators of origin in local products in Albania. Methodologies are suggested, which consist of the examination of all methodological approaches for the role of the brand with local indicators and the identification of the method for researching the case study. For the importance of branding agricultural and livestock products with local indicators and preserving their originality and development, the concept of the methodology and method that must be followed in order to give accurate results and the values that the local brand carries in itself in development is important of it and the area that is applied to increasing the economic performance of agro-processing industries. The literature shows that the impact of increasing the value of the territorial brand in our country is based on the case study method and the cross-case research methodology. Meanwhile, in order to prove the importance of the local brand in increasing the consumption of products and increasing the income of the industries in this sector, the STATA program was used to process the data collected from consumers, and the "R" program was used to process the data of the collected industries. From the results of the research, it has been established that the local brand affects the increase in consumption and income in the agricultural and livestock agro-processing industries. This paper serves as a methodology for studies in this field that are necessary for the case of Albania.

ТЕРРИТОРИАЛЬНЫЙ БРЕНДИНГ КАК ИНСТРУМЕНТ В РАЗВИТИИ ТЕХНОЛО-ГИЙ ИСКУССТВЕННОГО ИНТЕЛЛЕКТА В РЕГИОНЕ (НА ПРИМЕРЕ САНКТ-ПЕТЕРБУРГА)

The article is devoted to territorial branding, its features, and its role in the development of artificial intelligence in the region. The tools and technologies of territorial branding have been studied on the materials of St. Petersburg. In the article there were researched the problems, opportunities and prospects of branding for attracting investments in the field of artificial intelligence and stimulating innovation. With the help of an in-depth interview there were revealed the peculiarities of the influence of St. Petersburg branding as a tool for the development of the region on artificial intelligence, business, innovation, and, in general, on the regional infrastructure. In this article there was applied a secondary analysis of trends in the development of artificial intelligence in the region. The author has analyzed the events from 2019 to the present day in electronic media. There were found the successful examples of the use of tools for the formation of the city's brand. With the help of content analysis of regional media in 2024 the problems were identified in the communication strategy of branding of the large city. There were proposed some recommendations and directions for the development of the territory using branding of Saint-Petersburg as an effective tool.

The Prospects for the Development of Territorial Branding in the Context of the Experience Economy

The article explores the phenomenon of branding territories in the context of experience economy in its active development in recent years. The relevance of the study stems from a number of reasons. Firstly, there is a need for scientific and practical models of the best development practices of the regions of the Russian Federation. Secondly, the competent branding policies are required in order to revive and develop small towns, as well as to prevent the outflow of employable population to cities. And finally, there is an importance in understanding the impact of experience economy tools on the branding of territories. The subject of the study is territorial branding as one of the forms of the experience economy realization. The purpose of the study is to reveal the process of development of territorial branding in light of the experience economy. The works of local and foreign scientists, as well as materials from specialized websites, online publications on marketing strategies and tools of the new economy are taken into account. Based on a review of the scientific literature, which presents approaches to understanding the specific features of territorial branding and the importance of impressions for customer loyalty, the practical recommendations are offered for the Russian Federation. Promising strategies for forming brands of territories through the use of experience economy tools have been identified. The practical implications and scientific value of the article is in the formulated proposals for improving territorial branding.

УСАДЕБНЫЙ ТУРИЗМ КАК ИНДИКАТОР ПРОДВИЖЕНИЯ КУЛЬТУРНОГО-ИСТОРИЧЕСКОГО НАСЛЕДИЯ МАЛЫХ ГОРОДОВ И СЕЛЬСКИХ ПОСЕЛЕНИЙ

The scientific article is devoted to the analysis of the role of manor tourism in the preservation and promotion of noble culture in the regions. In the context of modern tourism development, the article explores the importance of estates as objects of cultural heritage, their tourist potential and influence on the formation of the appearance of regions. The authors highlight the historical aspects of noble culture and consider estates as a key component of this cultural tradition. They reveal the features of estate tourism, such as the possibility of recreating the atmosphere of past eras, enriching the cultural experience of tourists and drawing attention to unique architectural and historical attractions. The scientific article is devoted to the analysis of the role of manor tourism in the preservation and promotion of noble culture in the regions. In the context of modern tourism development, the article explores the importance of estates as objects of cultural heritage, their tourist potential and influence on the formation of the appearance of regions. The authors highlight the historical aspects of noble culture and consider estates as a key component of this cultural tradition. They reveal the features of estate tourism, such as the possibility of recreating the atmosphere of past eras, enriching the cultural experience of tourists and drawing attention to unique architectural and historical attractions. The article analyzes the current state of estate tourism in the regions, identifies problems and prospects for the development of this industry. Special attention is paid to the organization of tourist routes, events and programs that promote noble culture as an integral part of cultural heritage. The results of the study make it possible to identify strategic directions for the development of manor tourism, justify the need for investments in the restoration and preservation of manor complexes, as well as to form sustainable models of partnership between tourist structures, authorities and public organizations. The article is an important contribution to the study of the potential of manor tourism as an indicator of the promotion and preservation of noble culture in the regions, contributes to the formation of a sustainable tourism cluster and the development of a territorial brand. The study of the prospects for the development of estate tourism in the regions is of great importance for the preservation and promotion of the cultural heritage of the nobility. The unique estates, surrounded by picturesque parks and manor ensembles, are historical monuments that contribute to the preservation and transmission of the traditions of the last generation. It is especially important to pay attention to the development of competent strategies for the development of estate tourism, which, taking into account the specifics of each region, will make it possible to effectively use the potential of estate complexes. It is also important to promote the expansion of infrastructure and services related to estate tourism in order to attract more visitors and contribute to the economic development of regional communities. In addition, it is important not to forget about the importance of educational programs and cultural events aimed at raising awareness of noble culture and the history of estates. This will help not only to draw attention to this topic, but also to form a deep respect for the cultural heritage of the region among visitors. Thus, the article on the prospects of estate tourism in the regions is an important scientific study that contributes to the integration of cultural heritage into the modern tourism industry, as well as the maintenance and promotion of noble culture as an important part of the history and culture of the regions.

МАЛА АЙДЕНТИКА ВУЛИЦЬ ЯК ІНСТРУМЕНТ УПРАВЛІННЯ БРЕНДОМ МІСТ ТА ТЕРИТОРІЙ

Formulation of the problem. This has already become the norm for Ukraine, when the city takes an active position in the competition for tourist and/or investment attractiveness with other cities. A necessary component of this struggle is the city brand. The city brand is the result of – impressions received, whether from communication, from one's own experience, or from a combination of the first and second. One of the tools for strengthening and influencing the impression of being in the city is the small identity of the streets. The aim of the research determining the small identity of streets as one of the tools of brand management of cities and territories. The оbject of the research was the identity of the streets. By the small identity of the streets, we understand the system of symbols, designations, names, objects that a person meets while moving through the streets of the city. The methods of the research. Among the methods we used in the research, we can single out the method of scientific abstraction in the construction of the research concept and the formation of a model of the relationship between the design process of the graphic part of the city brand, the small identity of the city streets and the perception of the target audience of the city brand communication and urban space. They also used the method of office research, the method of analysis and synthesis when studying the theoretical developments of researchers in the field of city and territory branding. The hypothesis of the research. The lack of a small identity of the city's streets makes the city's branding ineffective. The management of the city's brand should be strengthened by measures to form an appropriate system of small identity of the city's streets. The statement of basic materials. A city working on its brand must have material confirmation of what the brand is talking about. The visualization of the city brand should reflect the identity of the city, embodied in various artifacts that can be found physically in the city – from souvenir products to architecture, events and selfie songs. If they are missing – they must be created according to the concept of the city brand. If they are –, they must be adapted to the concept of the city brand to create the prerequisites for effective branding. The originality and practical significance of the research lies in proving the need for active use of a small street identity in city brand management. The originality and practical significance of the research. The small identity of the streets has high potential as a tool for managing the city's brand. The method of its use in city branding, in our opinion, is the subject of separate studies.

Unraveling Power Relations: An Analytical Matrix for Territorial Brands

Cities are complex entities, reflecting an intricate system of relationships intertwined over time, development processes, and territorial planning, sustainability and management. Within this network of interactions among people and territories, the presence of territorial brands stands out. The central research question focuses on how the construction of an analytical framework can reveal intertwined power relations in a territory represented by territorial brands. The aim of this study is to develop and apply a unique analytical matrix, designed to highlight, and analyze the intricate power relations in a territory defined by territorial brands. Urban-geography and cultural studies approaches were incorporated into the case study methodology. Findings from the study revealed multiple layers of intertwined power relations in the territory, where territorial brands play the role of legitimizing mechanisms for the discourses of social actors in the produced territory. The conclusion emphasizes the effectiveness of the “territorial brand in regional development” matrix (TBRD) in highlighting the layers of power relations, as well as highlighting the contradictions between the local and the global in the space produced and represented by territorial brands. This study not only contributes to more effective territorial management but also enhances the understanding of the interaction between brand and territory, emphasizing the influence of these dynamics on the configuration and representation of urban space, including sustainability issues and their associated challenges.

From territorial brand to territorial identity. Experiencing and perceiving the city of Tepic, Nayarit, Mexico

Los procesos de expansión y modernización, en conjunto con las tendencias del urbanismo, dislocan material y subjetivamente a los individuos de sus territorios de vida. Estos movimientos estimulan otras dinámicas territoriales donde se imbrican diversas subjetividades y discursivas que consolidan diferentes formas de habitar y hacer mundos. Este trabajo tiene como objetivo analizar la composición de una marca territorial desde el registro de elementos que conforman una identidad territorial, como: las formas de vivir y percibir un espacio, en este caso, la ciudad de Tepic, Nayarit, México. A partir de una investigación mixta, con entrevistas y encuestas, se aprecia la importancia de la vivencia y la interrelación con el entorno de los habitantes de la ciudad como co-productores del espacio y la identidad territorial, que coadyuvaron en la identificación de elementos materiales e inmateriales incluyentes para componer una marca territorial, sensible al entorno y a la subjetivación del mismo.

The Role of Future Generations in Place Branding: The Case of Huelva City

The process of creating place brands must position the citizen at the center of the debate. The City Council of Huelva, a city in Southern Spain with a population of 142,538 inhabitants, promoted a territorial brand in 2022 in order to seek a new positioning for the city in tourism markets, investment, and talent attraction. Its development was based on a qualitative and quantitative methodology, previously tested out in other cities and locations in Spain, which is shaped by research groups, semi-structured interviews, and surveys of the citizens. This method aims to place the citizen, who ultimately is the user of the brand, at the center of the social research process that determines the tangible and intangible values associated with the brand narrative. The main objective of this article is to highlight, based on the case study of the brand Huelva Original, the importance of two groups in the construction and deployment of a place brand (Millennials and Generation Z and the political class). Firstly, out of the 1,194 people who participated in the fieldwork, 47.92% were under 40 years old. These two generations are crucial for creating a brand narrative that has long-term viability and presence in the digital environment. Secondly, the development of the brand narrative facilitated a cooperative process among the different political groups in the City Council, especially the two most represented (conservatives and social democrats), which enables the search for collaborative workspaces among political groups to ensure that the implementation of the brand transcends the term of a mandate and goes beyond short-termism political actions. The results indicate that the new brand uniquely differentiates Huelva, emphasizing internal pride and co-creation. Open innovation facilitates cooperation among stakeholders, improving governance. Both Millennials and Generation Z citizens, as well as politicians, are key to the long-term sustainability and reach of the brand.

Digital Branding As a Tool of Public Diplomacy of the DACH Group of Countries

This article consists of discourse analysis and application of digital technologies in public diplomacy. The phenomenon of territory branding, its connection with public diplomacy in international relations, and how this practice was implemented by the largest German-speaking countries: the Federal Republic of Germany, the Republic of Austria and the Swiss Confederation are explored. Methodologically, scientific literature, mass media and materials of government organizations are used to analyze how certain subjects can use branding technologies. In conclusion, it is concluded that, although digital branding cannot solve problems by itself, it undoubtedly has an impact on interaction with foreign users, to a greater or lesser extent within the framework of public diplomacy.

Sports branding as an object of scientific analysis based on the study of publications in the international scientometric database Web of Science Core Collection

Sports branding is a systematic process of communication with a mass audience, aimed at creating a special sports culture: understanding the need to maintain a healthy lifestyle; maintaining interest in sports activities; formation of a positive image of the country through large-scale events, etc. Branding technologies are currently actively used not only by sports clubs, individual athletes, public authorities, but also by non-profit physical culture and sports organizations. The study is aimed at systematizing modern scientific ideas about sports branding. Sports branding literature included in the Web of Science Core Collection database for the period 2005 to 2023 was examined. Bibliometric methods of information processing were used in the context of sports branding. VOSviewer software was used for visual analysis in terms of publication, author, country, journals, citations and keywords with construction of bibliometric maps, visualization of cluster density, weight - citations. After screening, a total of 388 publications from the Web of Science database were included. The constructed bibliometric maps made it possible to determine the most popular areas of research to study the problem under study: sports branding as an effective tool for forming the country's image; branding of sports events; social media as a tool for sports branding; the importance of brands in the professional sports industry; athletes personal branding. The use of the VOSviewer program, version 1.6.18, made it possible to provide a comprehensive analysis of the problem, to identify priority research areas in this area: the principles of using sports branding as a mechanism for constructing a territorial brand, as well as technologies for promoting sports brands in social media.

Images of territory in the power relations from territorial brand: An intercultural discussion

Territorial brands are present in several discussions, place branding and tourism being one of them. The aim is to analyze territorial brands and their materiality’s from the category "territorial brands by representation", contained in the TRbrand classification model proposed by Almeida & Cardoso (Sustainability, 14, 6669, 2022). Using the cultural studies approach method, the study resorts to critical research analysis in the discussion of territorial brands by representation (material / immaterial). In all, eleven territorial brands were analyzed, regardless of their geographical scale. The results found led to the brands that use the materiality of the territory in their logos being aligned, mainly, with the tourism development of cities, regions, and countries, exposing symbolic power relations. At the same time, there is a cut in the territory, being chosen a fragment of this cut to be present in the territorial brand. It is concluded that the materiality of the territory influences the construction of the graphic representation (logo) of the territorial brand, being this representation a form of symbolic power. Simultaneously, the graphically displayed fragment creates a visual storytelling that aims to foster tourism and local development.

Совершенствование методологии управления пространственными ресурсами России в условиях цифровизации

The relevance of the work is due to the need to rethink the methodology of managing Russia's spatial resources in connection with the emergence of new problems caused by adverse circumstances of internal and external order and the provision of new opportunities for the development of science and technology. The subject of the research is the theory and methodology of the use of spatial resources in Russia. The purpose of the work is to clarify the conditions for the development of organizational and economic solutions for the use of spatial resources in Russia in the context of digitalization. It is established that the methodology of spatial resource management requires rethinking due to the increased influence of previously existing factors and the emergence of new opportunities associated with the digitalization of public administration, the economy, and the social sphere. The paper determines that in order to solve the problems of spatial development of the socio-ecological and economic system of the region, it is necessary to assess the quality of the economic space, taking into account the fact that in the era of digitalization, digital technologies have changed the conditions for using space, expressed in the emergence of new types of economic activities, new ways of trade and employment, etc. It is proved that effective public participation in the use of spatial resources is important in combination with the use of new tools for innovative interaction —network institutions, benchmarking of territories, branding of territories. It is concluded that an effective spatial planning system should have not only structural integrity, but also functional continuity and additivity. Moreover, when forming and implementing socio-economic development strategies at the macroeconomic, regional and municipal levels, the internal and external (positive and negative) effects of the use of spatial resources should be taken into account.

Business improvement districts and their impact on territorial brands: A case study analysis

Business improvement districts and their impact on territorial brands: A case study analysis

Теоретичні аспекти брендингу територій: бібліометричний аналіз

The aim of the article is to study the problems of territory branding in the scientific works of domestic and foreign scholars. The research methodology is based on bibliometric analysis, which allows accumulating an array of publications on a particular topic and processing it. For data collection, the Web of Science scientometric database was chosen. After applying a number of criteria – the choice of subject area, type of publications, language and year of publication – 948 papers between 2000 and 2023 were selected for final review. Valuable results obtained on the basis of the study include the following. Firstly, the authors’ publication activity stabilized and began to grow gradually in 2000, during the 1990s only 12 works were published. In 2021, the authors published the most – 113 works, and the highest level of citations was reached in 2023. Thus, the article by C. Fornell of 1981 was mentioned 72 times, the article by K. L. Keller of 1993 – 64 times, the publication by J. F. Hair of 1998 – 60 times. The composed chronology of citations in the analyzed scientific publications made it possible to trace the order of joint citation of literary sources. Thirdly, scholars from China, the United States and Great Britain show the greatest interest in the topic under study. Their joint scientific achievement makes 35% of the total number of analyzed publications. Fourthly, the words «branding» and «brand», «marketing», «destination» and «place» are often used both in keywords and in the titles of articles. Fifth, half of the analyzed articles meet at least one Sustainable Development Goal. The eleventh (Sustainable Cities and Communities), ninth (Innovation and Infrastructure) and third (Good Health) goals are most often reflected. Sixthly, Ukrainian scholars have published 13 articles on the topic of territory branding, which indicates interest in this topic and the presence of development potential. Further research will be aimed at deepening the typology of approaches to determining territory branding strategies.

Green marketing and territorial branding as a regional identity economy element

The aim of the study is to substantiate the idea of developing the identity economy of the socio-economic territorial system on the basis of adapting the classical marketing concept “4P” to territorial marketing taking into account the principles of green marketing. The study is based on the following methodological approaches: institutional and behavioral approaches to the identity economy, the integrated approach and the principle of complementarity, which involves the analysis of the organizational structure of the object, accounting for internal and external interactions, the practice-oriented approach, which involves solving the problems of improving the investment attractiveness, image of territories, the formation of their identity as socio-ecological economic systems. The authors propose to consider territorial marketing as a strategic tool for managing socio-economic and environmental components of the territorial system. Territory identity economy acts as a relationship of market agents who identify their needs and interests with the consumer properties of the given territory. The stages of territorial green marketing strategy are developed. An important direction of marketing activity is branding, which includes the development of communication strategy for forming the image of the territory. The authors substantiate the algorithm of territorial brand formation, which consists of four stages: socio-economic analysis of the territory, development of the brand concept, visual representation of the brand, creation of the brand management structure.

TERRITORY MARKETING: STUDY OF KEY TRENDS IN THE SCIENTIFIC RESEARCH DEVELOPMENT

Territorial marketing is a multifaceted scientific direction that includes elements of branding, use of digital technologies, performance evaluation and consideration of cultural factors. It is an important tool for territories' economic, social, cultural and ecological development. It helps attract investment, support local businesses, improve the quality of life for residents, preserve cultural heritage and promote sustainable development. The purpose of the article is to study the main trends in publishing activity on the subject of territory marketing. The authors have systematised the research areas of territory marketing: the conceptual foundations of territory marketing, territory branding strategies, the use of digital technologies in territory marketing, measuring the effectiveness of marketing campaigns, and the influence of cultural and social factors. With the help of the Scopus tools, the peculiarities of publication activity on territory marketing were investigated. For the period from 1990 to 2023, more than 1,573 publications were analysed. Italy, the USA, France, Spain, Great Britain, Australia, Portugal, India, and Canada are among the leading countries in publishing activity. Key subject areas include Social Sciences, Business, Management and Accounting, Economics, Econometrics and Finance, Environmental Science, Engineering, and Medicine. The most significant publications are affiliated with the Polytechnic Institute of Cávado and Ave, Portugal, the University of Guam, Guam Island, and Charles Darwin University, Australia. The authors conclude that socio-economic development and territorial development strategies focus on increasing competitiveness by preserving and using existing, as well as forming and implementing new competitive advantages, which determines the positioning of the territory. Given this, the relevant strategies for developing territories and cities should ensure the convergence of management and economic activities of the subjects of the territorial system, effective management of production infrastructure, and provision of consumer needs. In the face of global environmental challenges, marketing territories can contribute to promoting environmentally friendly technologies and practices. This helps to attract investments in sustainable projects and increase the population's environmental awareness.