Development of territory brand image: The marketing aspect

Abstract

Development of territory brand image and development of its strategy become a necessary factor in the effective implementation of territorial development. Having analyzed the existing definition of “brand image” the author gives the interpretation of “territory brand image”. The article illustrates its classification: types of brands; concepts and options for modifications in development of territory brand image; territory consumers; new marketing technologies. The identity of territory brand image, a key element of the model, is a set of competency areas: innovation, creativity and investment activity. Aaker and Yohimshtayler’s modified model is a model of territory brand image, with a focus on the global perception of geographical boundaries of the brand, the multiplicity of regional products and markets.