The Prism of the Territorial Brand Identity for Generation Z

Nadezhda Yu. Lesnykh, Anastasia A. Sozinova, Svetlana A. Kucheryavenko and Natalya I. Bykanova

Chapter 36 in The Sustainable Development of the Entrepreneurial Economy in the Fifth Industrial Revolution, 2026, pp 433-442 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Territory marketing is a tool to increase investment and tourist attractiveness and normalize the standard of living of the local population and a mechanism to overcome the increasing internal migration from rural areas or small towns. With proper positioning and development of a well-thought-out brand, the territory can overcome many difficulties and acquire opportunities for further development. Therefore, it is extremely important to consider the values of the target audience. The research examines the interests and basic life values of Generation Z to model the universal prism of territorial brand identity. Over the next decade, this cohort, often referred to as “buzzers,” is expected to comprise more than a quarter of the Russian labor market. Moreover, they are already direct and indirect consumers of various services. The research is based on a semi-structured questionnaire of representatives of Generation Z, which is compiled using the “Value orientations” method by M. Rokich. Additionally, the authors employed the analysis and synthesis of scientific literature published in peer-reviewed publications. Systematization of the information received and the survey results made it possible to create a prism of territorial brand identity of Jean-Noël Kapferer. The research results can serve as a basis for further research work and be used to develop territorial brands of regions interested in attracting a promising younger generation.

Keywords: Sustainable Development; Entrepreneurship; Innovation; Technology; Information Management; Organizational Behavior; Industrial Organization; Entrepreneurial Economy; Fifth Industrial Revolution; Cause-and-Effect Relationships; Fourth Industrial Revolution; Digital Technology; Industry 5.0; Operations Management; Operations Research; Supply Chain Management; Fintech; Cryptocurrency; Blockchain; Economics and Finance; Corporate Governance; Technological Environment; National Economy; State Management; Corporate Management; Agro-Industrial Complex 5.0; Fuel and Energy Complex 5.0; BRICS; EAEU; Central Asia; Social Responsibility; Digital Competitiveness; Digital Energy; Entrepreneurial Universities 5.0; Machine Learning; Cyber-Social System; Smart Company; Management of AI; Automatization; Decision-Making in Entrepreneurship; Big Data; Blockchain Finance; Robotisation Of Production; Applied Technological Solutions; Smart City; Local Entrepreneurial Economy; Modernisation; Institutes of Globalisation; E-Government; Innovative Economy; Knowledge Society; BRICS+ (search for similar items in EconPapers)
JEL-codes: L26 O33 Q01 (search for similar items in EconPapers)
Date: 2026
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