TOOLS FOR EFFECTIVE BRANDING OF TERRITORIES: THEORETICAL ASPECT

The article is devoted to the effective promotion of the territory’s brand using marketing tools. A retrospective analysis of the policy of forming the image of the region is presented, the practices of different states and subjects of the Russian Federation in building and forming a territorial brand are considered. The concept of territorial branding is clarified taking into account the analysis of foreign and domestic research in this area. By the subject of branding, the authors understand the characteristic features and competitive advantages of the territories from which the brand is formed. The authors come to the conclusion that territory branding is a process of developing and promoting a territorial brand that provides a holistic and competitive image of a specific territory. Maintaining this integrity seems to be a task of primary importance, since the perception of the promoted brand by various categories of target consumers depends on its solution. A close parallel is drawn between the concepts of “image of the territory” and “branding of the territory”. Objective and subjective factors influencing the formation of the image of the territory are determined. The authors find out that the image of the region is most appropriate to consider in several dimensions: functional (brand as an indicator of quality of life), emotional (the presence of stable associations), spiritual and historical (reflection of values), innovative (compliance with time), socio-cultural (demonstration of potential), global (options for presence on the world market). The authors also reviewed the brandbooks of more than twenty subjects of the Russian Federation, which allowed them to identify the algorithm for successful branding of the territory. The role of marketing technologies in the successful construction of a territorial brand is determined. In addition, the authors consider the positioning practices of cities, regions and countries which allows them to derive a formula for a successful brand

brand, branding, territorial branding, image of territories, marketing, marketing of territories, image of the city, regional brand, image of the territory, branding tools

Genenko O. N., Miroshnichenko E. V., Ryadnova S. A. Tools for effective branding of territories: theoretical aspect. Business. Education. Law, 2023, no. 1, pp. 109—114. DOI: 10.25683/VOLBI.2023.62.543.