Year of Graduation
The Impact of a Global Event on the Territorial Brand Building (Using the Example of the City of Chelyabinsk)
School of Integrated Communications
This research work is devoted to the study of impacts of global events on the image of a territory. The research is focused, mainly, on positive changes in a city that are caused by maga events. As examples the author considers cases of place branding all over the world and conducts research concerning the impact of global events on the brand of the city of Chelyabinsk. This study identifies some advice to development of the brand of Chelyabinsk. The results can be used in the marketing practice and can contribute to the development of the place branding theory.