The Analysis of World Trends of Territorial Branding Development

Abstract

This article deals with the problems of development and promotion of territorial brands on the level of countries, provinces and cities. Such states as Australia and Germany, the Austrian Tyrol and the city of China Hong Kong are the examples of territorial brands, showing their strengths and opportunities for the "advancement" of respective territorial entities. The article presents the author’s formulation of the category "territorial brand". Much attention is paid to the identification of modern world tendencies of development of regional branding. The author has tried to systematize and to analyse each of these trends. It is noted that the creation of territorial brands is an on-going process, the role and importance of which have steadily increased in recent years.

Territorial Brand in Regional Development: Interdisciplinary Discussions

“…The data collection originated from articles published in the Scopus platform that presented, even minimally, relationships with the theories investigated in the study. Thus, from the keywords "territorial brand" AND "regional development", three results emerged [8,17,42]. Furthermore, through the snowball technique [43], the Scopus articles led to other articles used in the research.…”

Denpasar City Branding as Tourism Development Strategy: Law Branding Aspect Point of View

“…In the development of the tourism business in the world, many countries have been successful in developing the tourism business with modern marketing patterns in the tourism industry (Sukmawati et al, 2022; Eidelman et al, 2020; Eidelman et al, 2018). An example of a country's success in creating an image for its country's tourism is Singapore (Didkovska & Falko, 2020; Eidelman et al, 2017; Eidelman & Fakhrutdinova, 2016).…”