Цифровизация стратегического брендинга Кузбасса
Governmental support in the formation of economic and intellectual potential of Kuzbass contributes to more comfortable conditions for development of business and improvement of life quality of the population. Strategic branding tools are an effective mechanism which allows building up long-term and trusting relationship with the local people and introducing certain values. The effect of external shocks including the COVID-19 pandemics on the functioning of social and economic spheres also reveal the necessity of their structural transformation and the need for raising digitalization level. The authors of the article suggest a number of strategic initiatives aimed at improving the business reputation of Kuzbass. Kuzbass Trading House can become a centre for promoting Russian hi-tech companies abroad, presenting investment projects. It also can act as an integrator of international engineering projects and a driver for technology transfer. As digitalization tends to spread wider and wider the authors suggest creating an electronic platform «KuzbassTrade» to improve the performance of Kuzbass Trading Centre and build the financial stability of the region. The platform will function as a virtual presentation of products, services and technologies of local representatives of corporate and scientific sectors. State institution «Agency for Investments Attraction and Protection» and leading higher educational institutions and research organizations of Kuzbass should strategically take direct part in creating a unified chain for determining innovative technologies to be implemented (including patent landscape and market niche analysis) and form investment package offers for building new manufactures and consortiums.