Development Prospects of the Brand of Tomsk

  • Olga Sergeevna KEKSEL National research Tomsk Polytechnic University
  • Alena Aleksandrovna IVCHIK National research Tomsk Polytechnic University
  • Marina Aleksandrovna SHTANKO National research Tomsk Polytechnic University
  • Svetlana Valerievna AZAROVA National research Tomsk Polytechnic University
  • Elena Valerievna SUKHUSHINA National research Tomsk State University

Abstract

The importance of territory branding is connected with the necessity of elaboration of new strategic
approaches to brand creation of a country, a region, a city, along with the restatement of existent types of
territory positioning in a view of harden competition between the cities for attracting of investments,
opportunities and tourists. Creation of a strong, sustainable brand which can represent the city not only in
Russia, but also abroad becomes topical. The modern reality is such that economic and demographic crisis
reduces the amount of available financial and human capital assets. Under such conditions, the territories
compete severely for any available resources. The winner of the competition is the one which can adapt to the
changing situation and apply maximum tools for it. The territory branding is the main instrument for visitors’
attraction and most significantly for investors’ attraction as well as it is an important way of people’s loyalty
forming. An increasing number of countries, regions and cities use territory branding. This way of attractiveness
forming is especially developed abroad, but Russian cities and regions are mastering actively the territory
branding. They don’t always succeed. The efficiency of this marketing instrument depends on many factors.
The main issue the brand developers face is that they are mistaken in the understanding of territory brand as a
beautiful image for tourist attraction. Tomsk is one of those cities which have enough peculiarities to be
distinguished from others by means of creation of a strong and sustainable brand for representing the city
outside it.

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Published
2016-11-14
How to Cite
KEKSEL, Olga Sergeevna et al. Development Prospects of the Brand of Tomsk. Journal of Environmental Management and Tourism, [S.l.], v. 7, n. 2, p. 306-312, nov. 2016. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/336>. Date accessed: 29 mar. 2024.
Section
Journal of Environmental Management and Tourism

Keywords

brand; city branding; territory branding; marketing