Geo-branding: Way from image of the territory to a full-measured construct

Abstract

Today, cities cannot be regarded as closed independent systems. Interterritorial competition for a variety of development resources is growing steadily. Not only the creation and implementation of a strategy for social and economic development but also territorial branding enable to ensure the effective use of the potential of the territory and increase its competitiveness. The article discloses the essence of the concept of geobranding, its development and application practice in Russia and is only a small part of a full-fledged study of the process of creating Russian geobrands. The purpose of the article is to give basic ideas about the branding of territories in the Russian Federation in the interconnection of key processes in this area. The methodological basis was provided by general scientific methods, such as synthesis and induction, the system approach, and also the normative method. The main conclusion drawn on the basis of the processing of the regulatory and empirical base is that the territory brand is based on the previous creation of a strategy for branding the strategy of development of the territory.