Territory branding

Issue № 9, 2021, article № 8, pages 64-71

Section: Questions of methodology of economic research

Language: Russian

Original language title: БРЕНДИНГ ТЕРРИТОРИИ

Keywords: SWOT-АНАЛИЗ, SWOT ANALYSIS, IMAGE, TERRITORY BRANDING, TERRITORY BRAND

Abstract: The relevance of this topic lies in the fact that the modern market presents a huge number of similar product offerings (territories, services). In this regard, there is often a question of competition between regions for various necessary resources. We will consider one of the ways to survive in this situation among competitors, this method is the process of branding the territory, which will distinguish a certain territory from the rest, create its uniqueness and attractiveness for a potential consumer. The article also discusses the current problems of the formation, promotion and formation of the tourist brand of the Republic of Crimea. The concepts of the tourist brand, the substantiation of the problem of positioning the brand of the territory are considered. The formation of the image of the territory, its development as a tourist product and its direct impact on the socio-economic development of the region.

Authors: Kondrashova Olga Nikolaevna, Dolgova Elena Aleksandrovna, Bober Viktoriia Sergeevna, Kulchikova ZHanna Telmanovna