Analysis of the Russian Experience of Creating Territorial Brands

Abstract

This paper shows the features of spatial development of branding in various regions of the Russian Federation. The ways of development and promotion of territorial brands both in large and in small towns of Russia were considered. Based on the description of a large number of Russian regional brands, the paper presents a comparative analysis and shows their advantages and disadvantages. Much attention is paid to the formation processes of territorial brands on the example of the Republic of Tatarstan. The paper describes the main objectives of the Visit Tatarstan brand and the features of its visual style. It was shown that the visual style of this brand is based on a modern interpretation of ethnic, historical and traditional Tatar ornaments covering thousands of years. Among the main tasks of the Visit Tatarstan brand is the formation of a clear, uniform and an adequate image of the Republic of Tatarstan in the public consciousness both within and beyond the region. The paper sates that the Visit Tatarstan brand is focused primarily on the development of tourism and hospitality in the region, as well as the formation of an adequate image of the Republic of Tatarstan for the many guests who come to the Republic from around the world. Finally, there is a conclusion that each region of the Russian Federation should have its original brand created, which should complement and develop other city brands.

Brand Slogan of Region: Valuable Aspect of Place Marketing

“…However, in 2009 the capital of Tatarstan took out a patent for title "Third Capital of Russia" and a new territorial brand was created with slogan "Kazan is Russia's Third Capital". [3].…”

“…Several researchers claim that the purpose of regional brands creation is a steady increase of investment and tourist and recreational appeal of a relevant geographical unit; this process should preferably result in acceleration of socio-economic development in this region [3].…”

Assessment of brand attractiveness of the city of Yekaterinburg based on “The brand box model”

“…Власти российских городов также начали инвестировать значительные суммы бюджетных средств в маркетинговую деятельность и брендинг [Eidelman et al, 2017]. Это нашло отражение в разработке и принятии программ по формированию и продвижению позитивного имиджа городов.…”