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Development Place Brand of Northern Baikal

Student: Shignanova Regina

Supervisor: Elena Korchagina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2016

Regina Shignanova «Development place brand of northern Baikal» Key words. Areas branding, area brand, competitive identity, the north Baikal, Baikal-Amur Mainline, Baikal, the Buryat Republic, tourism, tourism destination. Summary. In the work presented here the theoretic aspects of areas branding were explored, the basic models and the brand development stages were considered. The North Baikal territory and its specifics were determined, that allowed describing brand competitive identity, purpose and mission. Also the tourism market and the nearest competitors were analyzed and after that the depth interviews with tourism, branding and region marketing experts were conducted. According to the interviews the problems and the prospects for further development of Baikal area as tourism destination were concluded. The opinion poll of potential audience was held with the purpose of determining the basic consumer segments, their value judgments for band core audience research. The strategies for further research and development of the North Baikal area brand were offered by the author. The object of research is the North Baikal area. The subject is the basic characteristics of the North Baikal and areas branding tools for brand development. The purpose of this project is development of the North Baikal area brand for promoting and attracting main stakeholders as a tool of the Buryat Republic economy competitive growth. Author of master's thesis Shignanova R.A. Scientific supervisor, Doctor of Economic Sciences, prof. Korchagina E.V.

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