On the essence of the brand of territory
Электронный научный архив УРФУ
Информация об архиве | Просмотр оригинала| Поле | Значение | |
| Заглавие |
On the essence of the brand of territory
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| Автор |
Vazhenina, I. S.
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| Тематика |
BRANDING OF TERRITORIES
IMAGE OF TERRITORY REPUTATION OF TERRITORY TERRITORY BRAND |
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| Описание |
This paper shows the relevance and necessity of the conscious processes of image, reputation and territory brand formation (countries, regions and municipalities). In the context of globalization and intensification of competition, interterritorial image, reputation and brand are becoming important areas of intangible assets that create competitive advantages and competitive immunity of the reinforcing areas. The concept of "brand of territory" is studied. Different perspectives on this issue are critically analyzed. The author's definition of brand of territory is formulated; it’s essential characteristics are shown. It is shown that the formation of the brand is based solely on a positive image of the territory, combined with elements of its reputation. The interpenetration of image and reputation in the process of brand territory, and the dialectic of image, brand and reputation of the territory are graphically shown. According to various criteria, comparisons of image and brand of territory are made. Differences between image and brand of territory are revealed.
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| Дата |
2024-04-17T11:47:23Z
2024-04-17T11:47:23Z 2011 |
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| Тип |
Article
Journal article (info:eu-repo/semantics/article) Published version (info:eu-repo/semantics/publishedVersion) |
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| Идентификатор |
Vazhenina I. S. On the essence of the brand of territory / I. S. Vazhenina // Economy of Region. — 2011. — Iss. 3. — P. 18-23.
2411-1406 2072-6414 http://elar.urfu.ru/handle/10995/132086 10.17059/2011-3-2 84979963535 |
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| Язык |
ru
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| Связанные ресурсы |
Экономика региона. 2011. Выпуск 3
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| Права |
Open access (info:eu-repo/semantics/openAccess)
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| Формат |
application/pdf
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| Издатель |
Institute of Economics, Ural Branch of the Russian Academy of Sciences
Институт экономики Уральского отделения РАН |
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| Источник |
Econ. Reg.
Economy of Region |
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