Year of Graduation
The Communication Aspect of Territory Branding: Concept, Specificity, Effectiveness Evaluation Problems
Nowadays the majority of Russian cities’ brands are non-working and do not fulfill their functions. Low performance of brand strategies, weakly growing economic and social indicators of the cities are caused by the frivolous or even negligent attitude to the issue of branding as a tool to increase the attractiveness of the territory. Thus, the research problem is ineffective place branding. The purpose of this study is to identify the features of the development and the substance of the communication strategy in the process of city branding in Russia. In this paper, the key concepts and the theoretical framework of place branding is studied; stakeholder groups are specified. Moreover, the types, methods and channels, as well as the features of communication in the context of the territory branding programs are identified; the implementation of communication branding strategies of some Russian cities are analyzed. Finally, the main problems in the process of development and implementation of regional communication strategies are observed, as well as possible solutions to the identified problems are developed.