Построение бренда территорий на основе событийной составляющей
The problem of susceptibility of target audiences to place brand identity is quite acute, as it opens up a whole range of semantic, cultural, socio-political, and other problems that corporate and consumer branding does not face, working for the same audiences. This problem is reflected in the communicative destructiveness, i.e. the conditions when communication does not reach the goal: the message causes misunderstanding or rejection — the original construction of the message is destructive, and the response is deviant. Communicative destructiveness and communicative deviance are the causes of numerous media scandals that form a negative perception of the place brand in public opinion in integrated communications. Analysis (with the use of qualitative and quantitative methods) of the conditions of the message rejection and disloyalty to the brand from the audience at different levels of communicative complexity inherent to place branding is relevant to place branding and communications projects.
The article looks into the activity of organizations involved in holding film festivals and prize ceremonies. Analyzing the ways of overcoming the so called “pulsating effect”, the author reveals the flaws characteristic of certain structures functioning in this field, determines the array of issues in event-based management and marketing and suggests the methods of improving management practice.
The article is devoted to the problem of borrowing, reproduction of similar constructive and visual-graphical solutions, as well as plagiarism in the field of territorial branding, arising due to a number of factors and conditions of contemporary visual communication, as reflected in the work. This problem is relevant for the perception of visual identification of the target audience and has a direct impact on the existence of a visual brand-identification of the territory in a public space and marketing communications of the brand territory.
The work is devoted to the study of the main compositional, constructive and plastic techniques used in modern typeface brand identification of territories. The article deals with typology of font identity and its structural analysis in the context of the problem of empirical measurability of a work of art.