Formation of image and brands of the region (on the example of Stavropol region)
DOI:
https://doi.org/10.47475/2070-0695-2021-10105Keywords:
image, region, regional image, brand, branding, information policy, information fieldAbstract
The research is devoted to the analysis of existing image-forming factors and prerequisites for the emergence of sustainable brands. Scientific approaches to the definition of "image" and "brand" are considered. Based on empirical research, scientific conclusions about the current state of the image of the Stavropol territory are obtained and a number of practical recommendations for its correction are made.
Today, there is a fairly stable understanding in marketing that regions can be represented as brands. The basis of a region's brand can be natural and climatic features, geographical location, ecology, culture, the volume of gross regional product, transparency and accessibility of government, simple and understandable conditions for doing business.
Creating strong regional brands that emphasize its advantages (real or partially mythologized features) gives a powerful emergent effect: higher-order values appear that form a positive image of the region as a whole.
At the same time, the image of the territory must correspond to reality. For advertising purposes, you should not exaggerate the region's capabilities and advantages by exaggerating or lying. Since the credibility of such advertising will be minimal, and the company itself to promote the image of the region will be ineffective and even dangerous in the long term.
The integrated application of the technologies developed in the course of this study will help to increase the region's public capital.
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