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Title: Current Issues of Territory Branding
Authors: Zinchenko, O. A.
Issue Date: 30-Nov-2020
Publisher: International Journal of Education and Science
Series/Report no.: Vol. 3, No. 4, 2020;
Abstract: In the conditions of activization of market relations, the cities compete for attraction of additional resources of the development. For this purpose, the image is very important, which as an identifier is responsible for the perception of the territory as its internal audience, citizens and external – investors, tourists, residents of other settlements. The brand is a complex structure that provides such components as identity, the ability of the brand to convey the characteristics of the territory and closely associated with it; communications through which the brand transmits its influence to the audience; commercialization – the opportunity to be “sold”, to attract contactors and involve them in the processes of sustainable development of the city. The territorial brand cannot be created on the basis of invented values, theoretical ideas about how it was created by other states, but assumes the originality, uniqueness of the territory, its unique experience and potential development opportunities.
Appears in Collections:Vol. 3, No. 4, 2020

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