CREATING A STRONG CULTURAL BRAND: AREA OF CULTURE, BREAKTHROUGH POSITIONING AND THE ART MARKET

Vadim Y. Pashkus () and Margareth V. Pashkus ()
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Vadim Y. Pashkus: St. Petersburg State University
Margareth V. Pashkus: St. Petersburg State University

Annals of marketing-mba, 2019, vol. 2

Abstract: The modern world is a world of imperceptible assets, global competition, in which cultural goods play an important role. Using the model of breakthrough positioning, it is possible to effectively promote territories by highlighting their fundamental features and strengthening their brand. The article indicates that the development of the art market can be used to create a strong cultural brand, when there is a kind of reinforcement of the brand with additional attributes of value. This article was prepared with the support of a grant for research at the expense of St. Petersburg State University “HUM_2018-2019: Art Market of St. Petersburg: between value and price” The study was supported by the Russian Foundation for Basic Research (RFBR) grant No. 19-011-31177 opn “Formation of a political strategy for the breakthrough development of a regional innovation system in the context of an effective solution to the problem of import substitution”

Keywords: city brand; cultural brand; breakthrough positioning; art market. (search for similar items in EconPapers)
Date: 2019
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