Marketing strategy of territorial branding in the context of sustainable development

Чукурна, Олена; Nikolaiev, Dmytro

doi:10.38188/2534-9228.21.6.07

Cited by 11 publications

(7 citation statements)

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“…The key marketing factors of competitiveness (marketing competitive advantages) should be understood as a unique combination of existing marketing potential with accumulated experience and established image, which contribute to the manufacture of competitive products, through which the hotel and restaurant business is able to ensure long-term operation (Chukurna and Nikolaiev, 2021).…”

Section: Resultsmentioning

confidence: 99%

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Tsviliy

Gurova

Кукліна

2021

VUZF

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The article considers topical issues of marketing competitiveness of hotel and restaurant business enterprises. The product marketing complex and the service marketing complex have been modernized by including the "period" element in the list of their components. The list of marketing functions of the manufacturer of a complex hotel and restaurant product has been supplemented with the function of implementing the time policy. The stages of the product life cycle are divided according to the principles of achieving effective interaction between producer and consumer based on cost structuring. The model of a complex hotel and restaurant product is presented. The principles of using a comprehensive approach to identifying different types of services in the process of integration in the direction of "producer-consumer" are formulated. An algorithm of effective actions of a hotel and restaurant enterprise to develop a marketing strategy to increase the level of competitiveness is proposed. The method of marketing assessment of the level of competitiveness of the hotel and restaurant enterprise on the basis of substantiation of quantitative criteria is developed. It is concluded that the role of digital services in the growth of a certain level of marketing competitiveness of the hotel and restaurant enterprise is growing rapidly. The priority directions for effective marketing management of the level of competitiveness of the hotel and restaurant enterprise are determined. The types of effects from the implementation of the results of the study in the practice of hotel and restaurant business are identified and grouped.

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Section: Resultsmentioning

confidence: 99%

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Tsviliy

Gurova

Кукліна

2021

VUZF

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“…While, Hommerova et al (2020) analyzed the awareness and popularity of the library brand in the Czech Republic. The importance of brand positioning strategies is being explored by a number of authors (Keller, 2014;Dahle, 2021;Witek-Hajduk & Grudecka, 2018;Didkovska & Falko, 2020;Chukurna & Nikolaiev, 2021;Tanwar & Kumar, 2019), including the gender diversity aspect (Rzemieniak & Wawer, 2021;Larsen et al, 2021;Banet-Weiser, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Brand Positioning Strategy in the Competitive Aspect

Kraujalienė

Kromalcas

2022

Business: Theory and Practice

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A new brand for an organization is inseparable from organizational identity. The aim of the research is to investigate the positioning strategy in terms of competitiveness and visitors of Kaunas District Public Library (KDPL). Research methodology: analysis of scientific literature and statistical data, staff survey, SWOT analysis. Main findings: the flow of visitors of KDPL in the period of 2018–2020 has decreased by a quarter, the user portrait consists of 5 user groups (employed, studying, pre-school children, unemployed persons and others), the number of library users by gender did not change, 70% consists of women, attendance of four user groups decreased or remained virtually unchanged, when the amount of employed users increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the library competitors users’ needs and expectations can be analysed further. The local position of KDPL’s has shown the potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy of public sector organization, while the available research has been carried out on private branding. The current research will be useful for KDPL and other public organisations.

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“…In the literature, the marketing potential of framing technologies is described for specific marketing tasks: creating a favorable image of an enterprise in the field of hotel and restaurant business [10], a cognitive approach to the formation of an enterprise strategy [11], attracting support for crowdfunding projects [12], territory branding management [13], response management consumers on brand actions based on their self-interpretation [14], promotion of sustainable development ideas [15], ensuring involvement and consumer interaction for the purpose of long-term financial well-being [16], etc.…”

Section: Literature Reviewmentioning

confidence: 99%

Framing as a tool of influencer marketing in the management of marketing communications and brand representation

Oklander¹,

Chaikovska²,

Shkeda³

2022

Economics of Development

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Topicality of the selected issue is due to the change in the orientation of brand communications in the information space from rational economic goals and values to behavioral economic ones, as well as the probability of incorrect decoding of the information message by the recipient of the information. The aim was to create a model of representative marketing communications transition from the formation of meanings to the formation of trends by using framing as an impact marketing tool. To accomplish the tasks set, the work uses the selection of general scientific and special methods and techniques of scientific research, such as the method of semantic, morphological, comparative and critical analysis, the ontology construction method, system-structural and functional approaches, simulation modeling, etc. The brand phenomenon is considered from the point of view of social constructivism, as a result of which seven principles of brand existence in the concept of communications with society have been identified. Two types of frameworks, which are used when building a narrative in the context of representative brand actions, have been substantiated theoretically. The methodology for using these frameworks is considered from the position of marketing, logical, communicative and social metrics included extensional and intensional equalities, as a result of which a model, that allows determining the transformation of brand communications into meanings or trends and its trendy potential, has been built. The following framing tools have been analyzed and adapted for marketing purposes: Overton Window, Hallin’s Spheres, Opinion Corridor, Spiral of Silence, Echo Chamber and Epistemic Bubble. Reframing is considered from the point of view of culture, namely the processes of inculturation. The difference of approaches has been revealed and a model of the transition of using framing tools from constructing meanings to constructing trends has been built. This model allows to minimize the problem of incorrect decoding of information during representative and communicative actions of the brand

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Marketing strategy of territorial branding in the context of sustainable development

Cited by 11 publications

References 0 publications

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Brand Positioning Strategy in the Competitive Aspect

Framing as a tool of influencer marketing in the management of marketing communications and brand representation

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