Territorial brand models: comparative analysis
Abstract
The purpose of this study is to analyze theoretical works on place brand models developed by domestic and international scholars and, based on these studies, propose an integrated model of the regional brand. This study included a content analysis of the scientific literature, a comparative analysis of existing place brand models, and a modeling method. As a result, an integrative model of the regional brand was developed that reflects the essential foundation of a region's brand, as well as elements of the brand formation and management process. This integrative model of the regional brand takes into account the key features and shortcomings of earlier models, as well as the influence of the place brand on the socioeconomic development of the region. This study holds promise for further research, including the verification of the integrated model of the regional brand and its practical application.
About the Authors
N. Yu. Lesnykh
Vyatka State University
Russian Federation
Russian Federation
Nadezhda Yu. Lesnykh
Senior Lecturer at the Institute of Economics and Management
Kirov
A. A. Sozinova
Vyatka State University
Russian Federation
Russian Federation
Anastasia A. Sozinova
Doctor of Economics, Professor, Deputy Director for Scientific Activities, Professor of the Department of Management and Marketing at the Institute of Economics and Management
Kirov
O. V. Fokina
Vyatka State University
Russian Federation
Russian Federation
Olga V. Fokina
Candidate of Economic Sciences, Associate Professor, Head of the Department of Management and Marketing at the Institute of Economics and Management
Kirov
References
1. Belyaeva M.A. Structure of a territorial brand // Culture Management. 2023. No. 4 (8). URL: https://cyberleninka.ru/article/n/struktura-territorialnogo-brenda-1 (date of access: 02.02.2025).
2. Britvin A.M., Britvina I.B., Starostova L.E. Integrative model of the Russian city brand: regional aspect : monograph / ed. by A.M. Britvin. Ekaterinburg : Publishing house of Ural University, 2016. 172 p.
3. Hassan S.B., Hamid M.S.A., Al Bohairy H. Perception of Destination Branding Measures: A Case Study of Alexandria Destination Marketing Organizations // International Journal of EuroMediterranean Studies. 2010. Vol. 3, No. 2. Pp. 271–288.
4. Kagan M.S. Grad Petrov in the history of Russian culture : textbook for universities. Moscow : Yurait, 2020. 515 p.
5. Anholt S. Competitive Identity: The New Brand Management for Nations, Cities and Regions. New York : Palgrave Macmillan, 2007. 134 p.
6. Urde M., Greyser S.A., Balmer J.M.T. Corporate brands with a heritage // Journal of Brand Managemen. 2007. Vol. 15, No. 1. Рp. 4–19.
7. Cha H., Rhee Y., Chung J. Comparative nationbranding analysis of Big Data: Focusing on Korea and Japan // Journal of Global Information Technology Management. 2017. Vol. 20, No. 4. Рp. 276–295.
8. Jiménez-Martínez C. Making Chile Visible: Purposes, Operationalisation and Audiences from the Perspective of Nation Branding Practitioners // Geopolitics. 2017. Vol. 22, No. 3. Рp. 502–524.
9. Konecnik Ruzzier M., de Chernatony L. Developing and applying a place brand identity model: The case of Slovenia // Journal of Business Research. 2013. No. 66. Рр. 45–52.
10. Kavaratzis M. From City Marketing to City Branding: toward a theoretical framework for developing city brands // Place Branding. 2004. Vol. 1, No. 1. Рр. 58–73.
11. Territory branding. Best global practices / ed. by K. Dinnie. Moscow : Mann, Ivanov and Ferber, 2013.
12. City Brand Management (CBM): The Case of Kazakhstan / H. Gaggiotti, K. Low, С. Patrick, O. Yunak // Place Branding and Public Diplomacy. 2008. No. 4. Рр. 115–123.
13. Hanna S., Rowley J. Towards a Strategic Place Brand Management Model // Journal of Marketing Management. 2011. Vol. 27, No. 5/6. Рр. 458–476.
14. Bayandin M.A., Ospanov A.A. Foreign experience in forming branding models // Bulletin of the Innovative University of Eurasia. 2017. No. 1 (65). Pр. 25–29.
15. Actualization of the “green” image for territorial development / A.A. Sozinova, V.A. Bondarenko, М. Smokova, N.G. Rumyantsev // Theoretical and Applied Ecology. 2022. No. 2. Pр. 228–233. doi:10.25750/1995-4301-2022-2-228-233.
16. Vorobyov N.N., Vorobyova I.V., Uvarov I.P. Economic mechanism for managing local resources as a balance of the national economy // Kant. 2023. No. 3 (48). Pр. 14–20. doi:10.24923/2222-243X.2023-48.3.
17. Glinskaya I.Yu. Territorial branding as a tool for regional development // Russian School of Public Relations. 2024. No. 32. Pр. 10–26. doi:10.24412/2949-2513-2023-32-10-26.
18. Glotov D.S. Analysis of territorial brand functions // Bulletin of the Belgorod University of Cooperation, Economics and Law. 2023. No. 4 (101). Pр. 212–219. doi:10.21295/2223-5639-2023-4-212-219.
19. Zharkova M.A. Territorial branding as a tool in the development of artificial intelligence technologies in the region (on the example of St. Petersburg) // Economic vector. 2024. No. 2 (37). Pр. 121–132. doi:10.36807/2411-7269-2024-2-37-121-132.
20. Loginov K.V. Strategic foundations for the development of the Perm Territory brand // Creative Economy. 2023. Vol. 17, No. 12. Pр. 4797–4812. doi:10.18334/ce.17.12.119715.
21. Makarov P.Yu., Chub A.A. Socio-economic characteristics of the region as the basis for successful branding of territories // Issues of public and municipal administration. 2022. No. 3. URL: https://cyberleninka.ru/article/n/sotsialno-ekonomicheskie-harakteristiki-regiona-kak-osnovanie-uspeha-brendinga-territoriy (date of access: 04.09.2024).
22. Anholt S., Hildreth D. Brand America: the mother of all brands. Moscow : Dobraya kniga, 2010.
23. Burtseva T.A., Kuznetsova A.V., Vorozhtsov S.N. Regional brand management // Marketing in Russia and abroad. 2009. No. 1. Pр. 115–126.
24. Glotov D.S., Tolstyakov R.R., Guchetl R.G. Architecture of the brand of territories // Issues of modern science and practice. 2022. No. 4 (86). Pр. 57–70. doi:10.17277/voprosy.2022.04.pp.057-070.
25. Rodkin P.E. Universal model of territorial brand in the context of the problem of its representation // Decorative art and subject-spatial environment. Bulletin of the Russian State University of Art and Industry named after S.G. Stroganov. 2021. No. 4-2. Pр. 20–29. doi:10.37485/1997-4663_2021_4_2_20_29.
Review
For citations:
Lesnykh N.Yu., Sozinova A.A., Fokina O.V. Territorial brand models: comparative analysis. Vestnik of Samara State University of Economics. 2025;(9):56-70. (In Russ.)
Views:
3
Email this article 