Journal of Siberian Federal University. Humanities & Social Sciences / Approaches to Modelling Territorial Brand

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Issue
Journal of Siberian Federal University. Humanities & Social Sciences. 2020 13 (4)
Authors
Butova, Tatiana G.; Krotova, Irina V.; Demakova, Evgenia A.; Iakovleva, Ekaterina Iu.; Morgun, Vasily N.
Contact information
Butova, Tatiana G.: Siberian Federal University 79 Svobodny, Krasnoyarsk, 660041, Russia; ; ORCID: OCRID: 0000-0001-5037-5562; Krotova, Irina V.: Siberian Federal University 79 Svobodny, Krasnoyarsk, 660041, Russia; Demakova, Evgenia A.: Siberian Federal University 79 Svobodny, Krasnoyarsk, 660041, Russia; Iakovleva, Ekaterina Iu.: Siberian Federal University 79 Svobodny, Krasnoyarsk, 660041, Russia
Keywords
regional brand; model of regional brand; models of consumer values; factors of models of consumer values; product preference criteria
Abstract

Strategic goals of stable development of territories of all levels at the expense of producing competitive goods and increase in export potential of regional producers, as well as the need to improve quality of life, have justified the necessity of using effective technologies for territory branding, which, in turn, requires theoretic solution of some scientific problems in terminological and instrumental areas of knowledge. Current problems of the regional branding as the branding of special areas have got less attention than national and regional branding, which has led to the lack of common concepts and continuation of terminological discussions, and also searching for universal model of the regional branding. Researches done by the specialists in this area have allowed us to know their views on the definition of the term “regional branding” in relation to the need to develop structural models of brands (different for different regions), to consider commodity brands as preferrable constituent parts of regional brands, to develop integrated model of consumer values which form preferences in selection of food products of well-known brands and brands of local producers. In the conclusion of the present work there is a list of problems to be solved in future studies through interdisciplinary approaches

Pages
464–476
DOI
10.17516/1997-1370-0527
Paper at repository of SibFU
https://elib.sfu-kras.ru/handle/2311/128395

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