Management of communications in territorial branding

Student: Ivanova Mariya

Faculty: Faculty of Public Administration

Educational Programme: Master

Year of Graduation: 2014

This master’s thesis studies the phenomenon of communications in all the processes of city branding. Different theories and practice experience of brand’s creation and development are being researched. Communications as the instrument of city brand management are analyzed in the context of integrative brand communications theory. Integrative brand communications are marketing communications, advertising, PR, personal communication of the city brand in the context of traditional mass-media and Internet. The specific place and tasks of digital communications and the specialties of digital communication’s management are analyzed in the research. On the base of the results are framed trends and tendencies of digital communication’s development and their opportunities in city branding. Recommendations of digital communication’s management for public bodies are developed by the author of the thesis.

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