Development Prospects of the Brand of Tomsk
Abstract
The importance of territory branding is connected with the necessity of elaboration of new strategicapproaches 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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[9] Gregory, J.R., Wiechmann, J.G. (1997). Leveraging the Corporate Brand. Chicago, CHI: NTC Business Books.
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[11] Meshcheryakov, T.V., Okolnishnikova, I.U., Nikiforova G.U. 2011. Brand as a communicative capital. The problems of the Modern Economy, 1: 149-153.
[12] Mikhailov, V. 2011. City where creative environment is grown. “Expert online” – a project of the media holding “Expert” together with the magazine “Russian Reporter”. Available at: http://expert.ru/siberia/2011/ 32/gorod-v-kotorom-vyiraschivayut-kreativnuyu-sredu/
[13] Rodkin, P. 2011. Russian cultural thaw. Perm – better territorial brand. What's next? Prdesign. Available at: http://www.prdesign.ru/text/2011/perm.html.
[14] Rudaya, E.A. 2010. Fundamentals of Brand Management. Moscow: Aspect press.
[15] Shalygina N.P. et al. 2013. Branding and its role in increasing the competitiveness of region. Scientific Journal ITMO. A series of Economics and Environmental Management. Available at: http://www.economics.ihbt.ifmo.ru
[16] Shalygina, N.P., Polyakov, M.V., Kurach, E.V. 2013. On the role of branding in the formation of the tourist attractiveness of the region. Basic research, 8: 1165-1168.
[17] Shtanko, M.A. 2015. National brand as the basis of state image. International Research Journal. Ekaterinburg. 7 (38).
[18] Vazhenina, I.S. 2006. The image and reputation of the area as a basis for promotion in a competitive environment. Marketing in Russia and abroad. 6: 82-98.
[19] Vizgalov, D.V. 2011. City branding. Moscow: “Institute of Urban Economics” Fund.
*** Investment portal of Tomsk region. 2015. Available at: http://www.investintomsk.ru/konkurs/o_konkurse/
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: 05 nov. 2024.
Section
Journal of Environmental Management and Tourism
Keywords
brand; city branding; territory branding; marketing
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.