TERRITORY BRAND: CONCEPT, TARGET AUDIENCE, COMMUNICATION EFFICIENCY IN THE ERA OF DIGITAL TRANSFORMATION

Pashkus V.Y. () and Dragun P.K. ()
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Pashkus V.Y.: St. Petersburg State University
Dragun P.K.: St. Petersburg State University

Annals of marketing-mba, 2020, vol. 2

Abstract: The paper considers the basic concepts of territorial branding. Particular attention is paid to target audiences and an effective communication process. The article gives Russian examples of brand creation: both successful (Dobryanka brand) and failure. It is shown that the success of a brand also depends on an effective communication process with target audiences (population, authorities, etc.), problems of Russian branding are identified. The study was supported by the Russian Federal Property Fund, grant No.20-01131544 RFBR_OPN_2020: Communicative Efficiency of Digital Transformation of the Public Power of Modern Russia in the Context of Global Risks.

Keywords: territory branding; destination; brand communications; St. Petersburg brand; Yekaterininburg brand; Dobryanka brand. (search for similar items in EconPapers)
Date: 2020
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