Formation of a Territorial Brand Using Example of the Kharkiv Oblast

Prytychenko Tamara I. (), Prokhorova Tetiana P. () and Rozhko Victor I. ()
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Prytychenko Tamara I.: Kharkiv National University of Economics
Prokhorova Tetiana P.: Kharkiv National University of Economics
Rozhko Victor I.: Kharkiv National University of Economics

Business Inform, 2014, issue 3, 83_94

Abstract: The article considers the notion, stages of formation of the territorial brand and approaches to the territorial brand positioning. It justifies expediency of the territorial brand formation. It analyses existing approaches to the territorial brand formation using example of the Kharkiv oblast, studies Kharkiv city and oblast ratings, reveals perception of the Kharkiv region brand by the target population through a sociological poll, gives recommendations on development of the strategy of the Kharkiv brand positioning and develops measures directed at promotion of the Kharkiv brand.

Keywords: territorial brand; branding; positioning strategy; brand promotion; logotype (search for similar items in EconPapers)
Date: 2014
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