Territorial Brand as a Factor of Restaurant Enterprise Promotion

Student: Kardanova Alla

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

The brand of the territory is a significant factor in the promotion of restaurant businesses. At the same time, the analysis of studies devoted to the brand of the territory as a factor in the promotion of restaurants reveals a fundamental incompleteness of knowledge about the significance of this factor for the capital of the restaurant brand. In particular, the researchers ignore the brand of the urban area as a factor in the promotion of the restaurant. The purpose of the study is to determine the characteristics of the image of urban construction gastronomic topos (the Patriarch's Ponds) and its use to promote a restaurant . The methods used in the study are a discourse analysis and a series of expert interviews. The proposed study will fill this theoretical gap and determine how the brand of an urban area can become an important factor in the promotion of a restaurant. Key words: brand, branding, restaurant, territorial brand, brand equity.

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