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Issue ? 33. August 2012

Theoretical Foundations of Creation of Strong Brands for Modern Territories

Irina V. Loguntsova

Ph.D., senior lecturer, School of Public Administration, Lomonosov Moscow State University.
E-mail: loguntsova@spa.msu.ru

Territorial branding is an important problem for modern Russia. More and more Russian regions, cities and towns use marketing technologies for competitor positioning. The author of this article presents key ideas and recommendations about future development of territorial branding in Russia, including a model of consistent development of territorial brands on the state level.

Keywords

Territorial branding, geographical marketing, national image, image of Russia, Russian brand.

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