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Article

ANALYSIS OF THE RUSSIAN EXPERIENCE OF CREATING TERRITORIAL BRANDS

NATIONAL ACADEMY OF MANAGERIAL STAFF OF CULTURE AND ARTS HERALD. 2018.
Gabdrakhmanov N., Бунаков О. А., Фахрутдинова Л. Р., Эйдельман Б. М.

This article shows the features of territorial branding development in various regions of the Russian Federation. The ways of development and promotion of territorial brands, not only in large, but also in small towns of Russia, are considered in the article. In the work, based on the description of a large number of Russian regional brands, a comparative analysis is carried out and their advantages and disadvantages are shown. 

Much attention is paid to the formation of territorial brands on the example of the Republic of Tatarstan. The article reveals the main tasks of the brand Visit Tatarstan and shows the features of its visual style. The work shows, that the visual style of this brand is based on a modern interpretation of ethnic, historical and traditional Tatar ornaments, spanning 1000 years. The formation of clear, homogeneous and adequate image of the Republic of Tatarstan in the public consciousness, both within the region and beyond its borders, is one of the main tasks of the brand Visit Tatarstan. The article states, that the brand Visit Tatarstan is primarily focused on the development of tourism and hospitality in the region, as well as the formation of an adequate image of Tatarstan for numerous guests, coming to the Republic from all over the world. It was concluded, that all regions of the Russian Federation should have their own original brands, which should complement and develop each other.