Territorial Brand Research Articles

CORPORATE SOCIAL RESPONSIBILITY OF BUSINESS AS A TOOL FOR THE FORMATION OF THE BRAND OF THE NORTHERN TERRITORY FOR THE INTERNAL TARGET AUDIENCE

The article considers the communicative potential of corporate social responsibility of subsoil user companies in the northern territories of Russia as a tool for the formation of a territorial brand for the internal target audience living in northern settlements with an unfavorable climate. The purpose of the study is to determine the formation of the KhMAO brand for residents of this territory and the role of corporate social responsibility of subsoil user companies in this process. From the authors’ point of view, the presence of a strong brand of the northern territory, in addition to the population’s knowledge of its heraldic symbols and emotional attachment to the place of residence, is expressed in a high degree of involvement of residents in public life and the desire to continue living in this territory.The study was conducted in October-December 2022 by an online survey, which was attended by residents of the Khanty-Mansiysk Autonomous Okrug - Yugra: large cities and small settlements (n=287).The results of the study show that the KhMAO can be considered as a brand: its residents highlight the unique qualities of the place of residence, about half give it a positive assessment, most know heraldic symbols, about a third plan to continue living in this territory. The study also revealed that knowledge of CSR programs implemented by subsoil user companies and their assessment as eff ective is higher among those residents of the territory who plan to continue living in this territory. This is especially noticeable on the example of the rural settlement of Salym, the data for which were analyzed separately. This approach to the analysis was chosen because a number of large projects are being implemented in the territory of this settlement within the framework of corporate social responsibility by the oil company Salym Petroleum Development.The results of the study allowed us to conclude about the eff ectiveness of corporate social responsibility as a tool for building and strengthening the brand of the northern territory for the internal target audience, to identify the most promising areas of this activity and to show the importance of its information support

The Role of Communication Campaigns in Keeping the Cultural Identity of Small Cities

The topic of the article is determined by the growing attention to the origins of the formation of culture and its reflection in various architectural forms, as well as by the desire to preserve the small towns in Russia. The focus put on the cultural potential of such cities will create the basis for the development of tourism within the country and economic growth. Modern processes of globalization, erasing geographical boundaries, cause irreparable damage to the cultural sovereignty of the places. In this regard, to revive small towns in Russia it is necessary to carry out comprehensive measures at the federal and regional levels, as well as the comprehensive interdisciplinary research in this area. The manuscript analyzes the cultural identity of the small town of Ostashkov (Tver Oblast, Russia) based on an analysis of the state of the urban environment and its public spaces. To preserve the cultural identity and originality of the city, the author proposes a communication campaign based on territorial branding aimed at increasing the level of patriotism, stimulating the consumption of local products, increasing the recognition of the region and its tourist attractiveness. When implementing a communication campaign, it is necessary to take into account the individual psychological, socio-psychological characteristics of the main segments of the target audience, and overcome cultural, organizational and other barriers. As part of a communication campaign to preserve the cultural identity of the city, the author proposes to integrate the available historical information about the city of Ostashkov, its geographical location and city symbols to promote the brand of the small city.

BRANDING OF TOURIST CLUSTER SYSTEMS: CASE OF ALMATY MOUNTAIN CLUSTER IN THE REPUBLIC OF KAZAKHSTAN

In modern conditions, the competitiveness of many tourist centers is ensured through the development of forms of network interaction between entities involved in the process of tourist services within a certain geographical area. One of these forms of networking is a tourist cluster, which is based on such concepts as "integration", "cooperation", "competition". Each system in the field of tourism needs to be promoted and popularized among tourists, including the cluster. In this regard, the main purpose of this work is to consider the issues of branding tourist clusters on the example of the Almaty Mountain cluster in the Republic of Kazakhstan. As part of the study on specifics of cluster systems branding, the authors relied on scientific publications presented in various periodicals. To identify the main trends in the development of tourism and clusters in Kazakhstan, the data presented on the official websites of state bodies and statistical services were employed. Based on the presented analysis, the authors considered the main characteristics of the Almaty Mountain cluster development, as well as the features of branding this territory at the national and local levels. The main stages of territory branding are presented, taking into account the main characteristics of the cluster system. In general, within the framework of the work, the authors put forward the main directions for the formation and promotion of cluster systems brand in modern conditions. At the same time, it is noted that the branding process should ensure the sustainable development of integration and cooperation ties between the participants of the tourism cluster.

«ОЛӦМ ВЫЛЬМӦДӦМ. ОБНОВЛЕНИЕ ЖИЗНИ»: ОПЫТ ПРОЕКТИРОВАНИЯ ПРОСТРАНСТВ ДЛЯ КРЕАТИВНЫХ ИНДУСТРИЙ В СЕВЕРНЫХ РЕГИОНАХ

The modern process of popularizing Russia's northern regions is inseparably associated with the study and transmission of these territories' cultural heritage. The task of design specialists is to create a modern visual language for understanding northern culture and its renewal through the attraction of "creative capital." One practical application of this language could be the creation of specialized spaces for creative industries, the artistic and imaginative presentation of which contributes to the development of art tourism, has a positive effect on territory branding, and engages local youth in the regional economy. The article describes the experience of designing the "Olöm vylmödöm. Renewal of Life" creative residence in the Komi Republic. The project's stages and features are presented, as well as its theoretical and practical significance, with an emphasis on potential socio-cultural and economic effects. The project's research component yielded a novel approach to designing spaces for creative industries in the regions, taking into account the characteristics of sparsely populated northern areas.

Territorial branding of Almaty city and region in the formation of the tourist image of Kazakhstan

Territorial branding of Almaty city and region in the formation of the tourist image of Kazakhstan

Radically local supply chains through territorial brands: Insights from the 100% Local project

The modernization of food supply chains has marginalized remote agricultural regions such as the Alps. As a result, local actors often adopt new ways of producing, promoting, and selling their products by differentiating them in the eyes of consumers. The labelling of quality local agri-food products through the development and promotion of territorial brands play an essential role in this respect. In the article we address the research question: What are the conditions for the creation, development and sustainability of territorial brands in the agri-food sector? What are the characteristics of some territorial brands, which are an essential development factor and the subject of local identities and local policies? We discuss cooperation between local, regional, and national actors. The aim of this article is to highlight the preparation and role of the 100% Local Model for the successful creation and development of territorial brands in the field of agro-food production in the Alps.

The influence of destination image within the territorial brand on regional development

The influence of destination image within the territorial brand on regional development

Territorial Brand in Regional Development: Interdisciplinary Discussions

Almost half of the world’s countries, including cities, have strategically adopted the territorial brand. This essay proposes an interdisciplinary reflection on the relationship between territorial brands and territorial and regional development theories. It discusses how the brand relates to the territory, making it a social actor mediated by a distinctive signal, the territorial brand. The intersection between the concepts of territory and brand reveals the legitimation strategies of social actors in producing a collective space delimited by power relations. Beyond the economic and tourist spheres, this context brings new debates to politics, theory, and social sciences in interdisciplinary regional development.

БРЕНДИНГ У СИСТЕМІ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ (НА ПРИКЛАДІ ТЕРИТОРІАЛЬНИХ ГРОМАД ЗАПОРІЗЬКОЇ ОБЛАСТІ)

<p><strong><em>Research objective.</em></strong><em> The scientific inquiry involves the analysis of the use of branding as a component of the complex of marketing communications of territorial communities in Zaporizhzhia, with the aim of determining its role in forming the communities’ image and effectively promoting their potential, in clarifying and generalizing the specifics of «territory brand» in the practice of community functioning, taking into account the functions and peculiarities of the branding object.</em></p><p><strong><em>Research Methodology</em></strong><em>. The aim and objectives of the investigation have necessitated the choice of interdisciplinary research methods, including analysis and synthesis, empirical practices of territorial community branding, and the consolidation of theoretical and methodological foundations of the study, including interdisciplinary interpretations of branding. At the theoretical level, the potential of the brand has been determined in the context of decentralization and the development of successful territorial communities. By means of content analysis of official community websites, instruments of informational democracy have been identified that encourage the participation of stakeholders in the political process on the information-public platform.</em></p><p><strong><em>Results</em></strong><em>. Developing a strategic vision for the development of a territorial community is an extremely important tool for ensuring its sustainable development. However, the mere existence of strategic documents will not ensure this. Territorial branding and effective marketing communications both in the internal and external information environment are the most effective resource for improving the community’s image, creating the necessary and correct positive associations and images. A brand for the community is just as important as a brand for a company, as it creates relationships with the target audience, forms emotional attachment and loyalty, integrates all interested parties, namely: community residents, business representatives, civil society, experts, and especially the growing generation of young people who live in this community. The problem of the formation of information democracy in Ukraine is conditioned by the ambivalence of the political system, associated with the departure from the principles of socialist society, and at the same time, the lack of understanding and perception of it in wide sections of society, as new mechanisms of «information democracy»are still being interpreted within the framework of the old paradigm.</em></p><p><strong><em>The novelty</em></strong><em> of the research results lies in the assertion that branding and marketing communications are an effective tool for positioning territorial communities, both in terms of shaping the image of investment attractiveness and as a means of internal consolidation and improving the lives of local residents. Branding as part of the communication strategy of territories is a kind of matrix of internal and external communication flows in the context of its representation. As a British scientist, I can attest to the effectiveness of branding in promoting local communities and improving the lives of its residents.</em></p><p><strong><em>Practical significance</em></strong><em>. The research findings can be used in the planning and development of strategies for the development of territorial communities and the implementation of place branding. They have already been partially tested in collaboration with the Kushugum territorial community</em></p><p><strong><em>Key words:</em></strong><em> brand, branding, communication policy, territorial branding, territorial community, territory image, marketing strategy.</em></p>

Культуроцентризм как фактор устойчивого развития уральских поселений в XXI веке

Introduction. The works devoted to the theme of the sustainable development of the Ural settlements show that the primary source of the culture-centrism of rural everyday practices is the forms of people's cultural activities that have historically developed in the Russian countryside. The cultural resources of the territory and the cultural activity of the population are recognized as important components of settlement systems. But they do not create a quick economic effect, so they play a secondary role. However, the development of territorial branding is an important factor in the sustainable development of rural areas. Materials and мethods. The method of content analysis was used in the work. The geography of the study was limited to the rural settlements of the Urals. Results. The applied use of original works of arts and crafts in territory branding is relevant for settlements where the results of people's cultural activities are in demand by actors in the hospitality industry. As an example, the paper cites the experience of the activities of creative groups of large villages in the Urals. An important role in the territorial branding of urban and rural settlements is played by cultural events (festivals, fairs, etc.). Vibrant cultural events are a necessary component of branding. Using ancient art is a possible way of branding. For the Ural-Siberian macro-region, these are the "Scythian-Siberian animal style" and "Permian animal style". Natural and cultural attractions are equally important means for implementing branding strategies. Discussion. When using the tools of the geocultural approach in the discussion of pilot scenarios for the development of the experience economy in rural settlements, it is necessary to be based on the semantic constructs of the concepts of "rural geoculture", "geocultural space of the village", "image of rural geoculture", "geocultural branding of the village". It seems logical to consider the geocultural branding of a rural settlement as a practice-oriented part of the geocultural strategy for the development of a rural district. Conclusion. The methodological "turn" of a number of researchers to the study of branding of cities and rural settlements through culture is due to their recognition of the culture-centricity of local communities. Currently, the cultural resources of urban and rural areas are used by stakeholders to develop the hospitality industry. Territory branding is in demand today, focusing on the promotion of urban and rural brands. Resume. It is shown that territory branding is the most important factor in the sustainable development of the Ural settlements. It has been established that it is possible to ensure the sustainable development of the potential of a rural area through the implementation of a geocultural branding strategy. The results of the research can be useful in the development of programs for the development of territories.

Consideration of analytics of city brand modeling in the context of post-war development of Ukrainian territories

The object of the article is the formation of marketing priorities for the successful development of a domestic city. The subject of the article is analytical tools for modeling the city brand. The article analyzes the current problems of branding territories in the context of intensified competition for resources and factors of production in postwar Ukraine. The authors consider the city's brand to be a kind of unique resource that will play an important role in the competition of territories. That is why, in the process of post-war development of domestic cities, the strategic vision of which should be formed now, even before the end of the war, it is necessary to identify the elements of the urban environment that will form the basis of the city's brand. The need to develop a city's (territory's) brand, taking into account the new reality, actualizes the scientific search in this direction. The research methodology is based on the fundamental provisions of the theory of branding and spatial identification, as well as the theory of stakeholders and its working tool – stakeholder analysis. The peculiarities of identifying stakeholders in the city development, their systematization and assessment using the tools of stakeholder analysis are determined. The approaches to the formation, definition and organization of the needs of the territory, taking into account the strategic context, are substantiated. The formalization of stakeholder behavior practices through the use of theoretical game models is recommended. The results of the analysis of the possibilities of using international ratings for the development of territorial (primarily urban) branding strategies are presented. The main trends in urban innovation, which focus on the creation of «smart» cities in post-war Ukraine, are outlined. The results obtained outline a set of complementary analytical methods and tools, the practical use of which will make it possible to modernize the branding of domestic territories. The proposed approach to the formation of a city brand based on the introduction of stakeholder analysis with appropriate tools can play an important role as a basis for creating effective methods of territory brand management. As well as the formation of strategies for their development, taking into account the strengths and weaknesses and development potential for the growth of the welfare of the population of the territory and Ukraine as a whole.

Cities and Territorial Brand in The Metaverse: The Metaverse SEOUL Case

Cities involve units of time and space, being part of historical, social, economic, cultural, and tourist imaginary constructions. The goal is to understand how the territorial brand, based on regional development theories, is being used in the metaverse city of Seoul, South Korea. The method used was a case study associated with bibliographic and documentary research, using a protocol with four analytical categories. The main results referred to a metaverse territorial-regional brand, bringing discussions about a new geographical-virtual-immersive metaverse scale. It also addressed the use of recognition and competitiveness strategies between interactive-immersive territories. The conclusion confirms that Seoul’s metaverse territorial-regional brand is strategically divided into three situations: (1) For city marketing purposes, positioning it as the first metaverse global city; (2) in city branding to strengthen the reputation and identity of the territory; and (3) to drive the transformation of physical territory with urban revitalization projects from the metaverse environment. Moreover, it serves Metaverse Seoul as an interactive and immersive field laboratory in virtual reality.

Sports branding as an object of scientific analysis based on the study of publications in the international scientometric database Scopus

Background and Study Aim: 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. Thus, this study was aimed at systematizing modern scientific ideas about sports branding. The purpose is a bibliometric analysis of sports branding research based on the study of publications in the international scientometric database Scopus. Material and Methods: the literature on sports branding included in the Scopus database for the period from 1999 to 2023 was studied. 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 bibliometric mapping, visualization of cluster density, citation weights. Results: after verification, a total of 160 publications from the Scopus database were included. The largest number of works relate to the following areas of research: Business, Management and Accounting, Social Sciences, etc. The leading country in terms of publication activity is the United States with 59 publications. As for the authors, Y. Dubinsky and A. Richelieu have published the largest number of works and made a great contribution to the study of sports branding. The biggest keyword cluster was sports, and the most popular keywords in recent years were: social media, branding, destination branding, sport tourism, content analyses, etc., which provides ideas for further research in this area. Conclusions: 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.

Corporate Culture in the Formation of the Value and Information Space of the City and the Company

Rulers and citizens have been engaged in the formation of the popularity of the territory since ancient times. Everyone was well aware of the unique healing springs, mud hospitals, resorts, temples and monasteries, trading cities to which tourists, merchants, and pilgrims aspired. In fact, these were the first territorial brands that bring territories and the population living on them a good income and distinguish them from a number of other territories. The formation of cultural brands of territories is associated with a unique advantage of the territory or a unique craft. Today, the corporate culture of those companies that conduct their activities can serve as an additional potential for a territorial brand.The purpose of the article is to analyze the possibilities of the corporate culture of the organization in the development and formation of the brand of the territory through the influence on the worldview of employees living in this territory. As part of the research, we used methods of content analysis of mass media, content analysis of documents on Eurochem’s corporate culture, analysis of sources defining the conceptual field of the city’s brand formation.As a result, we described the possibilities of corporate culture in the formation of the brand of the territory, the inclusion of the values of corporate culture in the territorial brand and the worldview of the residents of the city.Today, corporate culture means a system of material and spiritual values, norms of behavior and interaction inherent in this organization, reflecting its individuality. But the culture of the country is also a system in which there are material and spiritual values, norms of behavior and interaction. Corporate culture, in order to contribute to the development of culture in the country, should be of value to its inhabitants, serve the purpose of human preservation and be a protective mechanism.As a result, we have recorded that recently corporate values differ from those that exist in this territory, national customs and cultural traditions are not taken into account at all by multinational companies. At the same time, an employee of the company, being a citizen of the state, is brought up in the axiological space not of the company, but of the state. The norms of the law of the national State are applicable to it. We have considered the possibility to talk about the ideology of corporate culture as a whole, as part of the culture of the state, corporate culture as one of the forms of manifestation of the culture of society.

ІНФОРМАЦІЙНА ДІЯЛЬНІСТЬ ТЕРИТОРІАЛЬНИХ ГРОМАД В УМОВАХ НОВИХ СОЦІАЛЬНИХ ТА КОМУНІКАЦІЙНИХ ВИКЛИКІВ

<p><strong><em>The purpose</em></strong><em> of the study is to formulate the components of an effective communication policy of territorial municipalities in the context of a strategic vision of their development by means of territorial branding and marketing communications; to identify</em><em> the main communication strategies of all participants in the internal and external information environment of the municipality, aimed at the formation of an internal consolidated micro-society and countering the destructive consequences of military actions, etc.</em></p><p><strong><em>Research methodology.</em></strong><em> In the process of the research</em><em> of the internal and external components of the communication policy of one of the most progressive municipalities of the Zaporizhzhia region, as well as the direct participation of the article’s author in the development of its qualitative components, which are part of the strategic documents of the analyzed municipality, scientific research methods and practical implementation tools were involved, in particular, monitoring, SWOT analysis, public hearings, project activities, modeling, comparative, and structural analysis.</em></p><p><strong><em>Results. </em></strong><em>The introduction of martial law in Ukraine changed the functioning and development of territorial municipalities, a large part of which ended up in the war zone (or periodically falls into this list). However, previous achievements in the direction of sustainable processes of decentralization, in particular with regard to developed tools/channels of local communication in municipalities, are an actual object of attention because, under the conditions of military aggression, they became an effective means of humanitarian stabilization and security measures, prompted the patriotic impulse and emotional upsurge of Ukrainians </em><em>at the beginning of the military invasion, and should contribute to the effective restoration of democratic processes after the end of hostilities. Sustainable communication positioning is a powerful tool for the development of the territory not only in its quantitative (defined as absolute indicators of marketing positioning) but also in its qualitative (defined as conventional indicators of the formation of a favorable image and communication strategies for the community) dimension.</em></p><p><strong><em>Novelty.</em></strong><em> The work proves that branding and the use of marketing communications in the positioning of rural and township territories is an effective tool, on the one hand, for forming the image of a municipality</em><em>’s attractiveness and its competitiveness both in the regional and all-Ukrainian administrative and territorial space, and, on the other hand, as means of internal consolidation and improvement of the lives of local residents.</em></p><p><strong><em>Practical value.</em></strong><em> The results of the research have practical implementation and will be included in the strategic documents of Kushugum territorial municipality.</em></p><p><strong><em>Key words:</em></strong><em> branding, decentralization, martial law, information activity, marketing communications, patriotism, positioning, public communication, territorial municipality.</em></p>

Development and territory branding: loyalty of the worldview of cities to create cultural exchange and recognition of identity

The general objective of the research is to analyze the development and territory brand: fidelization of the worldview of cities to create cultural exchange and recognition of identity. In this sense, the historical journey of Local Development is described from the economic-dominant thought and its relationship with Marketing, from a critical, inductive-descriptive methodology. One of the outstanding features of the late 20th century is the emergence of the spatial dimension as a fundamental referent of the economy and politics, both nationally and globally. In this sense, spatial variables are increasingly determinant with the location of production, trade flows and sociopolitical aspects of development. Also in Latin America, as in the rest of the world, a new spatial logic is permeating economic, political and social processes, constituting a fundamental concern of Marketing management, aimed at achieving business objectives of the territories through Brand-Territory.

Territorial Marketing for A Collective Momentum and A Positive Vision Case of the “We Casablanca” Brand

The purpose of this research is to examine the relevance of the establishment of a territorial brand and its ability to honour its promises in terms of optimizing territorial actions for the inhabitants, tourists and investors, as well as its ability to bring stakeholders together and bring them together around a single mission: to promote the territory at the national and international levels. We considered the territory of Casablanca/ Morocco suitable for research for two main reasons; the first is that we are close to the problem since we collaborate with the local development company «Casablanca Events & animation» pilot of the «WeCasablanca» territorial brand, the second is that the brand is the first territorial brand launched in Africa in 2016. We chose a multi-target system incorporating the three territorial marketing targets and a methodological mix combining two approaches conducted simultaneously; a qualitative approach for an in-depth investigation, and a quantitative approach for a measured diagnosis. The main results show that Casablanca is a city appreciated by its residents and tourists but whose image is contrasted and that the Wecasablanca brand is a brand that reflects great positive and federating perspectives of stakeholders but that we should continue to build

Territorial rural development strategies based on organic agriculture: the example of Valposchiavo, Switzerland

The disembedding nature of globalization is being tackled by integrated and territorial approaches that focus on local contexts and include multiple actors and sectors. One example are biodistricts that rely on values of organic agriculture to strengthen territorial agro-food systems. The remote rural mountain valley of Valposchiavo, Switzerland, follows such a territorial approach and is subject of this case study. In this article we aim to understand in detail the processes of territorial development strategies in Valposchiavo. To shed light on the development approach, we used the theoretical concept of neo-endogenous development by Ray. We conducted document analysis, secondary interview analysis as well as problem-centered interviews. The results indicate that the rural development approach follows a neo-endogenous development that renews rural–urban linkages by developing internal and external networks. The creation of a territorial brand and a regional development project contribute to the establishment of local and organic agro-food supply chains. The territorial development approach in Valposchiavo demonstrates how remote mountain areas can shape the well-being of their community and tackle negative impacts of globalization.

New Russian cuisine in the aspect of territorial branding.

New Russian cuisine in the aspect of territorial branding.

Uses and Functions of the Territorial Brand over Time: Interdisciplinary Cultural-Historical Mapping

Several approaches to the concept of the territorial brand have been given over time, which has generated different contextualizations to and applications of the concept. In order to homogenize and clarify the concept, the present paper aims to present the state-of-the-art of this theme through an interdisciplinary mapping of the uses and functions of the territorial brand. To this end, the study adopts a qualitative analysis approach, integrating content analysis with the historical method encompassing an interdisciplinary cultural-historical mapping. The results point to a clear and fertile body of theory, which, in turn, suggests a fertile path for future studies. The findings reveal more than 15 centuries across four dimensions of analysis: characteristics, uses, functions and discourses of the territorial brand. Different trends and future research agendas for this area are also discussed. The practical value focuses on the application of the four dimensions of analysis as a tool for territorial management and planning for territorial managers and decision-makers.