Territory Brand: Approaches to Definition, Simulation Methodology
Abstract
Taking into account the specifics of modern geo-economic development, territorial branding plays the role of the basis for territorial management. Territorial branding is aimed at generating the competitive advantages of a particular territory, at improving its image, popularity, and reputation of goods and services produced in a given territory in the eyes of consumers.
The analysis of the currently existing approaches to the understanding of the essence of the notion of “territory brand” and the essence of branding in general are given in this article, and also the features and constituent elements of foreign and Russian models of a territorial brand are revealed. This ultimately allowed the authors to clarify the concept of this definition. According to the authors, a territory brand is a combination of unique qualities, unfading universal values reflecting the originality, unique original consumer characteristics of this territory and community, widely known, received public recognition and enjoying strong demand among the consumers of the territory, contributing to the formation of preferences of this territory over others in a situation of choice. The brand is presented by the authors of the article as the most important way to realize the competitive advantages of a territory, a tool for competitiveness, differentiation, and uniqueness. Simulation is used as a research method. It became possible to clarify theoretically the essence of the concept of “territory brand” and systematically comprehend the territorial branding technology by building the author’s model for the territory brand.
References
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[19] Braun, E., Kavaratzis, M., and Zenker, S. 2013. My city – my brand: The different roles of residents in place branding. Journal of Place Management and Development, 6(1): 18-28. DOI:https://doi.org/10.1108/17538331311306087
[20] Britvin, A.M., Britvina, I.B., and Starostova, L.E., 2016. Integrative model of the brand of the Russian city: Regional aspect: Monograph. Ekaterinburg: Ural Federal University Publishing House. https://science.urfu.ru/en/publications/интегративная-модель-бренда-российского-города-региональный-аспек (in Russian)
[21] Britvina, I.B., and Starostova, L.E. 2014. Territory branding: The problem of finding value bases. News of the Ural Federal University. Ser. 1: Problems of Education, Science and Culture, 129(3): 163-171.
[22] Cai, L.A. 2002. Cooperative branding for rural destinations. Annals of Tourism Research, 29 (3): 720-742. DOI:https://doi.org/10.1016/S0160-7383
[23] Domnin, V.N. 2009. Brand identity is the key concept of brand management. Brand Management, 5, 266-282.
[24] Dubeykovsky, V. 2016. Territory branding: Trends 2014−2015. Available at: http://www.sostav.ru/publication/brending-territorij-trendy-2014-2015-14265.html
[25] Fan, Y. 2006. Branding the nation: what is being branded? Journal of Vacation Marketing, 12(1), 5-14. DOI:https://doi.org/10.1177/1356766706056633
[26] García, J.A., Gómez, M., and Molina, A. 2012. A destination-branding model: An empirical analysis based on stakeholders. Tourism Management, 33(3) : 646-661. DOI: https://doi.org/10.1016/j.tourman.2011.07.006
[27] Gustenko, V.A., Shutaieva, E.A., and Pobirchenko, V.V., 2017. Retrospective analysis of the formation of the tourist brand of the Crimean destination. In: Actual problems of interdisciplinary research in the study of history, culture and economy of the Crimea: Materials of the All-Russian scientific-practical conference, 84-91 pp. Simferopol.
[28] Hankinson, G. 2001. Location branding: A study of the branding practices of 12 English cities. Journal of Brand Management, 9 (2): 127-142. DOI:https://doi.org/10.1057/palgrave.bm.2540060
[29] Hankinson, G. 2004. Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10: 109-121. DOI:https://doi.org/10.1177/135676670401000202
[30] Hankinson, G. 2005. Destination brand images: A business tourism perspective. Journal of Services Marketing, 19(1): 24-32. DOI:https://doi.org/10.1108/08876040510579361
[31] Hanna, S., and Rowley, J.A. 2013. Practitioner-led strategic place brand management model. Journal of Marketing Management, 29 (15/16): 1782-1815. DOI:https://doi.org/10.1080/0267257X.2013.800901
[32] Huang, C.C., Yen, S.W., Liu, C.Y., and Chang, T.P. 2014. The relationship among brand equity, customer satisfaction, and brand resonance to repurchase intention of cultural and creative industries in Taiwan. The International Journal of Organizational Innovation, 6(3): 106-120.
[33] Insh, A. 2013. Branding of the city as a place attractive for living. In: K. Dinni (Ed.). Branding of territories. World best practices, 21-28 pp. Moscow: Mann, Ivanov and Ferber. DOI:https://doi.org/10.1057/9780230294790_2
[34] Jerry, D., and Jerry, J. 1999. The big explanatory sociological dictionary. Collins Dictionary of Sociology: in 2 (1): 430-431, Moscow: Veche, AST.
[35] Jung, Hyo Sun, Seo, Kyung Hwa, Lee, Soo Bum, Yoon, Hye Hyun, 2018. Corporate association as antecedents of consumer behaviors: The dynamics of trust within and between industries. Journal of Retailing and Consumer Services, 43: 30-38, July. DOI:https://doi.org/10.1016/J.JRETCONSER.2018.02.010
[36] Kapustina, L.M., and Chernavskikh, E.N. 2011. On the concept of territorial marketing. News of the Ural State University of Economics, 5(37): 114.
[37] Kavaratzis, M. 2005. Place branding: A review of trends and conceptual models. The Marketing Review, 5 (4): 329-342. DOI: https://doi.org/10.1362/146934705775186854
[38] Konecnik Ruzzier, M., and de Chernatony L. 2013. Developing and applying a place brand identity model: The case of Slovenia. Journal of Business Research, 66: 45-52. DOI:https://doi.org/10.1016/j.jbusres.2012.05.023
[39] Kotler, F., Asplund, K., Rein, I., and Hyder, D. 2005. Place marketing. Attraction of investments, businesses, residents and tourists to cities, communes, regions and countries of Europe. St. Petersburg: Stockholm School of Economics in St. Petersburg.
[40] Kovyneva, L.V. 2014. Formation of a territorial brand in the regions of Russia. News of BSU, 5. Available at: https://cyberleninka.ru/article/n/formirovanie-territorialnogo-brenda-v-regionah-rossii
[41] Kulpin, S.V., and Konovalov, A.A. 2012. Study of the influence of the brand on sales in the creative industry. Marketing and Marketing Research, 2: 166-172.
[42] lifton, R., and Simmons, J., (Eds.). 2003. Brands and branding. London: Profile Books Ltd., The Economist Series. Bloomberg Press; ISBN: 978-1576601471, 288 p.
[43] Morrison, A., and Anderson, D. 2002. Destination branding. Available at: http://www.macvb.org/intranet/presentation/DestinationBrandingLOzar ks6-10-02.ppt
[44] Mussol, S.A, de Lanauze, P., Séré, G. 2019. Developing in-store brand strategies and relational expression through sales promotions. Journal of Retailing and Consumer Services, 47: 241-250, March. DOI:https://doi.org/10.1016/J.JRETCONSER.2018.11.020
[45] Ooy, K.S. 2013. Paradoxes of city branding and social change. In: K.Dinny (Ed.). Territory branding. World best practices, 77-86 pp. Moscow: Mann, Ivanov and Ferber. DOI: https://doi.org/10.1057/9780230294790_7
[46] Paramonova, V.A. 2013. The main stages and problems of branding of modern Russian cities. News of VolgGTU, 9 (112): 7-59.
[47] Pike, S.D. 2005. Tourism destination branding complexity. Journal of Product & Brand Management, 14(4): 258-259. DOI:https://doi.org/10.1108/10610420510609267
[48] Pike, S.D. 2007. Consumer-based brand equity for destinations: Practical DMO performance measures. Journal of Travel & Tourism Marketing, 22(1): 51-61. DOI:https://doi.org/10.1300/J073v22n01_04
[49] Pobirchenko, V.V., and Gustenko, V.A., 2018. Branding as an innovative technology to promote a tourist destination. In: E.I. Piskun, L.S. Shakhovskoy, R.M. Nizhegorodtsev (Eds.). Innovative technologies in the development of socio-economic systems: a collection of scientific papers of the International Scientific and Practical Conference, 50-55 pp. Sevastopol.
[50] Qu, H., Kim, L.H., and Im, H.H. 2011. A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32 (3): 465-476. DOI:https://doi.org/10.1016/j.tourman.2010.03.014
[51] Rodkin, P.E. 2018. Place branding: the problem of representation and brand-identification. Service and Tourism: Current Challenges, 12(4): 25–34. DOI:https://doi.org/10.24411/1995-0411-2018-10402
[52] Sashittal, H., and Jassawalla, A. 2019. Brand entification as a post-anthropomorphic attribution among Twitter-using Millennials. Marketing Intelligence & Planning, 37 (7): 741-753. DOI:https://doi.org/10.1108/MIP-10-2018-0446
[53] Sirén, W., Airava, M., and Khan, F. 2018. Developing insights on branding in the B2B context. Emerald Publishing Limited, 9-25 pp. DOI:https://doi.org/10.1108/978-1-78756-275-220181002
[54] Tankieva, T.A., Korolev, A.V. 2018. Brands of the territory as the basis for the promotion of the region (on the example of the Tula region). Service Plus, 12 (4): 56-69. DOI:https://doi.org/10.24411/2413-693X-2018-10406
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Published
2019-12-31
How to Cite
POBIRCHENKO, Viktoriya et al.
Territory Brand: Approaches to Definition, Simulation Methodology.
Journal of Environmental Management and Tourism, [S.l.], v. 10, n. 6, p. 1351-1364, dec. 2019.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/4211>. Date accessed: 23 apr. 2024.
doi: https://doi.org/10.14505//jemt.v10.6(38).18.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.