Territorial Brand Research Articles

Comparative Analysis Of Russian And Foreign Territorial Brands

The article provides a comparative analysis of territorial brands development and promotion both in the Russian Federation and abroad on the level of countries, provinces and cities. The authors consider foreign territorial brands of such states, as Australia and Germany, the Austrian Land Tyrol and the Chinese city of Hong Kong, showing their strengths and opportunities for promoting the respective territorial entities. Russian territorial brands under discussion include Saint Petersburg, Omsk and Kaluga regions, Perm, Ulyanovsk and Kazan. Much attention is paid to comparing the strengths and weaknesses of domestic and foreign territorial brands. In the conclusion the authors state that every region of the Russian Federation should create its own original brand, which should complement and develop each other. The researchers emphasize the necessity of creating a national Russian brand

Brand of Spain: perception within the country and abroad

The goal of the study was to analyze the perception of the territorial brand of Spain at home and abroad. The theoretical basis of the study is the concept of the national brands index S. Anholt. The study was done with the application of the methods of comparative analysis of empirical data obtained from international and Spanish studies in the area of territorial branding. The research materials are made in the area of territorial branding, representing various approaches, sampling and methodology: the S. Anholt Index of National Brands (Nation Brand Index); Ranking Country RepTrack and researching the external and internal image of Spain at the Royal Institute of Elkano. The ranking analysis showed that in 2016 the reputation of the most authoritative states suffered, but Spain’s reputation began to be evaluated better and for the first time it became part of a group of countries with a stable reputation. The growth of Spain’s reputation in the world is due to the fact that in 2015 the tone of publications about Spain in the international media system had changed - a direct association with the economic crisis had left the narrative. The results of the research in the field of territorial branding confirm the thesis of Carlos Espinosa, the High Commissioner of the state project «Brand Spain» (Marca España), that in Spain the country’s brand is estimated lower than abroad, but at the same time the positive dynamics of the perception of Spain’s image indicate the effectiveness of this project and the competitiveness of the brand of Spain at the present stage. Contrary to the economic and political difficulties that Spain has faced over the past 20 years, regular work to design and promote the brand of Spain has been and has yielded positive results.

Applications of the Concept of Territorial Marketing in Forming and Implementing Competitive Advantages for Tourist Areas

This paper analyzes the use of territorial marketing in forming and implementing competitive advantages of tourist areas in the Republic of Altai. It provides the definition of a tourist area as well as its general and specific features. It also considers the directions of implementing competitive advantages of a tourist area. The influence of the natural potential of the Altai Republic on the development of different kinds of tourism is shown. The structure of a territorial tourist product of the Altai Republic is offered; the emphasis is placed on the development of active kinds of tourism (sports and hunting, mountain-skiing, recreation). The mechanism of brand formation and building of an area and a territorial tourist brand in six directions is specified.

Байкал как экообъект образовательной политики и территориального брендинга

This article considers the problems of tourism industry in one of the recreation areas of Russia – the great lake Baikal. The authors define the general trends of the region, analyze the difficulties and problems, and suggest possible solutions. The article presents the dynamics of the increasing inbound tourism, lists the investment programs and collects data, allowing to comprehending the tourism sector development of Baikal region. The article is mainly focused on the attraction of Russian investors to develop Baikal tourism industry, upgrade its infrastructure, and staff training. It is emphasized that a close partnership should be set up between businesses and higher schools in the region whereas the companies become not only the platforms for internship but customers who need educational services. The authors highlight rather low attention of European tourists to the region and stress the necessity for making cooperation contracts with foreign higher schools interested in ecotourism that is very popular in Europe. In conclusion the authors suggest concentrating on the development of territorial branding as one of the ways of the tourism sector and local economy growth, and recommend borrowing good experience of other regions for forming branding competencies of both local communities and students – perspective managers of tourism industry.

Брендинг территорий: облако ассоциаций территории как исследовательская и проектная часть дисциплины на примере магистерской программы НИУ ВШЭ

<p>Брендинг территорий выделен в качестве самостоятельной дисциплины в образовательных программах многих российских региональных и федеральных вузов, но методические рекомендации по организации учебного процесса, в частности внедрение исследовательской и проектной работы, недостаточно разработаны. Статья посвящена описанию успешного опыта внедрения проектной работы как важной составляющей учебной дисциплины «Брендинг территорий», на примере одноименного курса, входящего в часть магистерской программы Национального исследовательского университета «Высшая школа экономики».</p><p>В статье приводится тематический план дисциплины, состоящей из лекционных и семинарских занятий. Лекционная часть курса включает рассмотрение существующих моделей, методики и опыта различных проектов в области территориального брендинга и маркетинга, основанного на показе и последующем обсуждении визуального и мультимедийного материала. В рамках семинаров проводится проектная исследовательская работа по созданию облака ассоциаций территории, организация, методология, инструменты создания которого описаны в статье. Последовательность лекций и сопряженной с ними проектной работы связана с методологией и последовательностью действий в реальном процессе разработки территориального бренда.</p>Представленный подход решает задачи введения элементов практической работы, является необходимым инструментом подготовки специалистов в области брендинга территорий и обладает практической значимостью для российского рынка интеллектуальных услуг в целом. Результаты исследований могут быть использованы слушателями курса и участниками проекта для продолжения работы в сфере территориального брендинга, маркетинга, дизайн-проектирования, культурологических исследований, а также отправной точкой для дальнейших социологических исследований.<em></em>

Territorio marcado: señalizaciones colectivas sobre el terrorismo de Estado en la ciudad de Avellaneda

Desde mediados de la década del 90, comenzó a vislumbrarse un proceso urbano vinculado con las memorias sobre el terrorismo de Estado (1976-1983) caracterizado por las inscripciones territoriales y la constitución de sitios de memoria. Desde el año 2003, esto ha sido impulsado fuertemente por el Estado. Las experiencias son diversas y tienen aún definiciones pendientes y disputas en torno a las narrativas que podrían proponer los espacios y a los modos de gestionarlos. 
 Este proceso abarca el señalamiento de sitios significativos ligados con la represión (ex-centros clandestinos de detención, comisarías, cementerios donde se supone la existencia de fosas comunes), con la colocación de placas conmemorativas en universidades, escuelas secundarias, la creación de parques o paseos de la memoria, el establecimiento de monumentos sobre la temática, entre otros. 
 Aqui compartiremos la perspectiva teórica y presentaremos las diversas marcas halladas en el marco de nuestra investigación.

Place Branding and Citizen Involvement: Participatory Approach to Building and Managing City Brands

This article examines the role of citizens in the process of building and managing city brands. A multidisciplinary approach is applied to explain the multifaceted nature of territorial brands and citizen involvement. To this end, theoretical concepts from marketing and corporate branding, public management, and human geography are applied. By conceptualising place branding as a public policy and a governance process, and drawing from the concept of participatory place branding, the author discusses a variety of methods and instruments used to involve citizens. Special attention is given to the importance of modern technologies for effective citizen involvement.

The nature and value of terroir products

PurposeThe aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences.Design/methodology/approachThe authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]”; “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions.FindingsVersus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection).Research limitations/implicationsPropositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined.Originality/valueThis is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.

Portal or police? The limits of promotional paratexts

ABSTRACTIn this essay I argue that current practices of brand management push the boundaries of the text/paratext relationship. A brand is not (only) a portal through which we gain understanding of how a text or product is made to mean. It is a powerful authority, policing and in many cases articulating the boundaries according to which its objects acquire meaning. The essay reviews the conceptual bases of brands as boundary brokers and boundary makers. I then offer three examples to illustrate how brands acquire cultural and political authority through their imposition of boundaries: as instigators of value co-creation, as intellectual property, and through territorial (nation) branding. The essay concludes by situating the discussion within the contemporary social and political context.

The Production of ‘Novorossiya’: A Territorial Brand in Public Debates

The essay inquires into the cultural production of ‘Novorossiya’ as a politically-coloured territorial ‘brand’, promoted by pro-Kremlin intellectuals, activists of the Donbas rebellion, and internet users. It argues that ‘Novorossiya’ is not only constructed from the building blocks of historical traditions, but also framed by geographical metaphors in popular imagination. Drawing on studies in critical geopolitics and fan fiction, this research interprets ‘Novorossiya’s’ constituency in the Russian-language internet as a sort of political ‘fandom’. Relative to the annexation of Crimea, however, this ‘brand’ has been less successful on the ‘market’ of geopolitical projects.

«БРЕНДИНГ ТЕРРИТОРИЙ»: К ВОПРОСУ О ТЕОРЕТИКО-МЕТОДОЛОГИЧЕСКИХ АСПЕКТАХ ОПРЕДЕЛЕНИЯ ПОНЯТИЯ

«БРЕНДИНГ ТЕРРИТОРИЙ»: К ВОПРОСУ О ТЕОРЕТИКО-МЕТОДОЛОГИЧЕСКИХ АСПЕКТАХ ОПРЕДЕЛЕНИЯ ПОНЯТИЯ

Ключовий сегмент цільової аудиторії в теорії та практиці брендингу міста

The article examines the actual problem such as definition of a key segment of target audience of territory and city branding. The scientific and publicistic literature on branding has been analyzed. The circle of leading theoreticians who developed the concept of “city branding” and “territory branding” was defined, focusing attention on target audience of this branding. A number of practical campaigns on branding of the capital cities of Central and Eastern Europe were considered. The fact and content of consensus on the key segment of target audience was established, the guiding concept of leading scientific and practical works on branding of the city / territory was indicated. The recommendations on promising areas of scientific and practical research, management decisions, measures to optimize the branding of Ukrainian cities were developed.

Angażowanie interesariuszy w proces brandingu miasta – teoria versus praktyka

In connection with the development of the relational paradigm in marketing of public organizations, as well as in territorial branding, it is increasingly emphasized that involvement of local stakeholders in the process of formulating and implementing the city brand concept is a key condition for the success of such projects. The aim of the paper is to determine whether a more participatory approach in forming the desired image of cities, taking into account the opinions of various groups of local stakeholders, allows municipalities in Poland to define a clearer concept of city brand. The study uses statistical analysis of the results of a survey carried out among heads of promotion departments of 217 municipalities. The results show the presence of a statistically significant correlation between the number of stakeholders and ordinary citizens (as one of the local interest groups) involved in the process associated with the formation of the desired image of the city, and the level of clarity the local governments have regarding the definition of the concept. (original abstract)

МАРКЕТИНГ ТЕРРИТОРИЙ: ОГРАНИЧЕНИЯ ПРИМЕНЕНИЯ В РОССИЙСКИХ УСЛОВИЯХ

The article investigates the restrictions to apply marketing concept at the territorial level of the domestic economy. The conceptual basis of the territorial marketing, its peculiarities and perspectives for its improvement in Russia have been considered. The methodology is based on the use of the systems, problem and SWOT-analysis, which have revealed that one of the strengths of territorial marketing in Russia includes the acknowledgement to apply the territorial marketing at the national (federal) level and that there is a tendency to strengthening of inter-regional competition. Weaknesses of Russian territorial marketing are the directive and formal attitude, as well as the prevalence of regulatory mechanisms in the operation areas. Threats of the territorial marketing in Russia are primarily related to the negative external economic situation caused by the imposed sanctions. The results of the study have shown that Russian economy is characterized by significant difficulties in practical implementation of the marketing concept. These challenges are related to the standardization of regional proposals (roughly the same quality of infrastructure), the predominance of regulatory mechanisms in the process of main regional byproducts pricing, unreasonable restriction of the consumer target groups in regional megaproduct, and the exclusion of a private sector from the process of a region promotion. An advanced model of territorial marketing has been suggested according to the revealed restrictions in Russia. The obtained results are planned to be used in the subsequent work out of the applied territorial marketing concept that will include a package of measures to enhance socio-economic processes in regions, to produce a positive image of a region and to create favorable conditions for sustainable regional development. Keywords territorial marketing, regional economy, inter-regional competition, marketing mix, government regulation, market mechanism, SWOT-analysis, marketing model of a territory.

THE COUNTRY BRAND AS A FORM OF THE STATE ADMINISTRATION

Resolving urgent social and economic problems in Ukraine requires a special approach, choosing large-scale integration instruments of government measures implementation that can reproduce and guide the development of the country in the right direction, which include territory branding. The subject of the study is a system of management of the set of brands of the national economy, its subjects, objects and public connections between them. The purpose of the article is to define the architecture of a national brand with appropriate levels of a hierarchy and justification of the impact vector of the management system of brands at each level of the hierarchy. Research methodology. During the research, systematic general principles of communication and development are used, which allowed disclosing the dialectic relationship between management methods at every level of the hierarchy. To achieve the goal, there are used: a synergetic approach to the integrated use of commercial, noncommercial brands and regional brands of the country; management approach to the country brand management process in specific market conditions; situational approach to the consideration of a brand as a tool for solving complex social, economic, environmental and political problems of the country. The object of the research is Ukraine. Conclusions of the research. The success of the establishment and functioning of a brand-oriented national economy and corresponding management system depends primarily on the joint efforts of government, private business and a wide public; the integrated approach to the management process organization, as well as consideration of the current situation in the country and its potential. Practical implications. The implementation of a brand-oriented model of the national economy is able to overcome the current socio-economic problems of the country, ensure its economic and political security, greatly improve the welfare of citizens through the optimization of the system of its elements management at all levels of architecture.

The rise and fall of Italian Saving Banks. A DEA efficiency approach

Nowadays, Italian Savings Banks (SBs) are providing financial support for the development of local economies as full commercial competitors and players of the Italian banking sector. The study points out the strong link between efficiency performance and the evolution of the sector characterised by a transition from a territorial proximity to a regional brand and thus to a partial collapse. Via the non-parametric Data Envelopment Analysis – Slack Based Model methodology, the evaluation of the SBs efficiency score is carried out over the 2010-2015 period. The results show that SBs belonging to a Bank Group regularly outperform the Stand-Alone ones. Thus, generally increasing technical efficiency, managerial efficiency and scale efficiency confirm the sectorial evolution. The study is innovative for considering the question of SBS and territorial branding of banking groups. Moreover, its results help to understand how to avoid the same mistakes of the past in the future, therefore, under current circumstances, it is particularly important for scholars, managers, people of local communities, and decision-makers.

Zintegrowany produkt turystyczny w działaniach promocyjnych gminy Uniejów i jego rola w budowaniu marki miejsca

Artykuł rozpoczyna się od teoretycznego ujęcia koncepcji budowy marki miejsca oraz kreowania zintegrowanego produktu turystycznego. Następnie dokonano kompleksowej charakterystyki (opisu) walorów przyrodniczych, kulturowych, infrastrukturalnych Uniejowa będących podstawą rozwoju turystyki uzdrowiskowej i rekreacji oraz prowadzenia – na bazie tych zasobów – działań promocyjnych i marketingowych. Działania te podejmowane są w Uniejowie zgodnie z wizją i kierunkami rozwoju gminy określonymi w lokalnych dokumentach strategicznych i planistycznych, nastawionymi na budowę marki uzdrowiska termalnego. Skutki przedsięwzięć promocyjnych obrazuje analiza dynamiki zmian ruchu turystycznego w gminie przedstawiona w dalszej części opracowania. Oceny efektów działań marketingowych dokonano również na podstawie opinii mieszkańców, którą zbadano metodą sondażową, wykorzystując przygotowany do tego celu kwestionariusz ankietowy. Artykuł kończą wnioski, w ramach których oceniono, na ile produkt turystyczny Uniejowa ma charakter markowy i zintegrowany oraz rekomendacje wskazujące na kierunki dalszych działań, które mogą się przyczynić do wykreowania bardziej kompleksowego i zintegrowanego produktu turystycznego.

Construcción de marca territorio mediante el diseño de experiencias de marca / Construction of territorial branding through the experience design of brands

Este artículo presenta el trabajo realizado en torno a la construcción de marca territorio mediante el diseño de experiencias de marca en los últimos tres años, en el marco del Observatorio de Diseño II del Programa de Diseño Industrial de la Universidad Nacional de Colombia. Se expone la necesidad de continuar en la construcción de diálogos interdisciplinarios respecto a la construcción de la marca lugar. Así mismo, presenta los diferentes trabajos de campo, incluidos tres trabajos de grado, y más recientemente, la investigación aplicada con el fin de cumplir con la labor misional de hacer extensión desde la universidad pública. Es una reflexión desde la academia sobre los compromisos contemporáneos de la profesión y el papel del diseñador industrial en la sociedad. Producto de ello, propone otros caminos que puede recorrer el profesional del diseño, alternativos y recientemente explorados en la formación disciplinar. <br /><br />

Features of Touristic Territory Branding on the Example of Sochi City (Russian Federation) and Jurmala City (Latvia)

Features of Touristic Territory Branding on the Example of Sochi City (Russian Federation) and Jurmala City (Latvia)

Культурное пространство территории как ресурс экономики впечатлений

<p>В статье рассматриваются основные аспекты и возможности экономики впечатлений в развитии территории посредством использования ее культурного потенциала. Предполагается, что механизмом сближения экономики и культуры является трансформация понятий «культурный ресурс» и «культурная ценность».</p><p>Понятие культурного пространства рассматривается через призму концепции экономической ценности и культурного ресурса Д. Тросби, где культура выступает «катализатором» возрождения определенной территории, создавая как прямую, так и косвенную экономическую ценность. В данном контексте проводится параллель между культурным потенциалом территории, ее устойчивым развитием и новой ролью культурного наследия, заключающейся в формировании и сохранение культурной и национальной идентичности, которое, кроме всего прочего, выступает определенным культурно-экономическим активом. Таким образом, культура понимается как капитал, являющийся источником культурных благ, ценностей и услуг, ресурсы которого невозможно полностью исчерпать.</p><p>Отмечается, что экономика впечатлений является современным продуктом развития культуры. Именно впечатления чаще всего являются основой культурных индустрий и сферы развлечений, сопровождая производство и потребление любого культурного продукта, они всегда личностны и строятся на узнавании или приобщении к чему-то величественному, например к культурному наследию, культурным ценностям той или иной территории, региона. Впечатления лежат в основе феномена, получившего название «бренд территории», так как являются «ядром» популярности того или иного места, города, региона или страны в целом. Предполагается, что в современном мире одной из функций территории стало производство впечатлений как фактора ее успешного не только культурного, но и экономического развития. Впечатления стоят дороже услуг, так как их ценность невозможно свести к экономической выгоде.</p><p>В исследовании приводятся примеры успешной продажи и использования впечатлений в своей деятельности отечественными и зарубежными культурными и туристическими объектами. Показывается ценность впечатлений как персонализируемого товара, отмечается, что именно они обеспечивают успех компаний и лежат в основе экономических, социальных и культурных стратегий территориального развития.</p>