THE DEVELOPMENT OF CREATIVE BRAND OF THE CITY (ON AN EXAMPLE OF TOMSK)

Dolgikh Uliana O. ()
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Dolgikh Uliana O.: St. Petersburg State University

Annals of marketing-mba, 2016, vol. 2

Abstract: Recently, it is becoming increasingly more cities that strive for development of its own brands, and still most these cities do not totally understand what a true brand is. Indeed, a brand is mostly associated with logotype and slogan, however state of affairs is radically different. It is shown that the concept of brand is complex; in particular city brand has a multifaceted structure. According to the article, brand is a framework that includes associations and ideas that is necessary for selling both gods and cities. If the city aims at making a name for itself and becoming competitive, it needs a strategy of strong brand. The article gives an analysis of city branding, however it does not aim at universal recipe for brand creating and only describes an exemplary diagram. The reason for it is that every city has own unique features and characteristics, the identification of which will push a little closer to a successful city brand. Branding for Russia is quite a new phenomenon, most cities still do not totaly understand what benefits can a brand bring. The article on the example of one of the Siberian cities - Tomsk, demonstrates that in our country there are opportunities to create a strong brand territory; it is only a sound approach, creativity and desire to work that necessary for that.

Keywords: brend; city brand; positioning; city image; building strong brends. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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