Analysis of the russian experience of creating territorial brands

AutorBoris M. Eidelman - Oleg A. Bunakov - Liliya R. Fakhrutdinova - Niyaz K. Gabdrakhmanov
CargoKazan Federal University, Institute of Management, Economics and Finance. - Kazan Federal University, Institute of Management, Economics and Finance. - Kazan Federal University, Institute of Management, Economics and Finance. - Kazan Federal University, Institute of Management, Economics and Finance. e-mail: nz99nz@yandex.ru. Tel. 89046626025
Páginas251-264
Periódico do Núcleo de Estudos e Pesquisas sobre Gênero e Direito
Centro de Ciências Jurídicas - Universidade Federal da Paraíba
V. 8 - Nº 04 - Ano 2019 Special Edition
ISSN | 2179-7137 | http://periodicos.ufpb.br/ojs2/index.php/ged/index
251
ANALYSIS OF THE RUSSIAN EXPERIENCE OF CREATING
TERRITORIAL BRANDS
Boris M. Eidelman1
Oleg A. Bunakov2
Liliya R. Fakhrutdinova3
Niyaz K. Gabdrakhmanov4
Abstract: This paper shows the features
of spatial development of branding in
various regions of the Russian
Federation. The ways of development
and promotion of territorial brands both
in large and in small towns of Russia
were considered. Based on the
description of a large number of Russian
regional brands, the paper presents a
comparative analysis and shows their
advantages and disadvantages. Much
attention is paid to the formation
processes of territorial brands on the
example of the Republic of Tatarstan.
The paper describes the main objectives
of the Visit Tatarstan brand and the
features of its visual style. It was shown
that the visual style of this brand is based
on a modern interpretation of ethnic,
historical and traditional Tatar
1 Kazan Federal University, Institute of Management, Economics and Finance.
2 Kazan Federal University, Institute of Management, Economics and Finance.
3 Kazan Federal University, Institute of Management, Economics and Finance.
4 Kazan Federal University, Institute of Management, Economics and Finance. e-mail:
nz99nz@yandex.ru . Tel. 89046626025
ornaments covering thousands of years.
Among the main tasks of the Visit
Tatarstan brand is the formation of a
clear, uniform and an adequate image of
the Republic of Tatarstan in the public
consciousness both within and beyond
the region. The paper sates that the Visit
Tatarstan brand is focused primarily on
the development of tourism and
hospitality in the region, as well as the
formation of an adequate image of the
Republic of Tatarstan for the many
guests who come to the Republic from
around the world. Finally, there is a
conclusion that each region of the
Russian Federation should have its
original brand created, which should
complement and develop other city
brands.

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