Geobranding as a Driver for Regional Development in Conditions of Instability
DOI:
https://doi.org/10.52575/2687-0932-2022-49-4-645-660Keywords:
region, territory branding, geobrand, territorial development, spatial planning, image of the region, regional policyAbstract
The authors of the article presented a research analysis of the evolution of the concept of geo-branding as a tool for the territorial development of the regions of the Russian Federation. An element of the originality of the study is an attempt to redefine the concept of territory branding so that it is more meaningful in terms of spatial analysis. Methods: The empirical basis of the study was the websites, pages in social networks of the studied subjects of the Ural Federal District of the Russian Federation, recommendations of the International Association for the Measurement and Evaluation of Communication, data from analytical studies of the Global Soft Power Index, All-Russian Research Center R&C, as well as the results of interviews and questionnaires. The methodological basis of the research is the methods of historical, systemic and comparative analysis. Results: the analysis of modern geobranding tools and technologies used to create and maintain the image of the subjects of the Ural Federal District in the territory market was carried out, and recommendations for optimizing their use were presented. The authors made a special emphasis on identifying the specifics of the formation of territorial brands of regions using content analysis. The main goal of the study is to present a unified territorial model for classifying brands at the interregional level. As a result of a review of domestic and foreign scientific literature on this issue, a study was conducted the territorial brands of 6 subjects of the Ural Federal District of the Russian Federation. The results of this study led to the creation of a territorial brand model in regional development. The practical significance of the study lies in the possibility of using the author's proposals in practical activities to improve the process of territorial branding of the regions of the Russian Federation in conditions of instability.
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