Проблема коммуникативной деструктивности в брендинге территорий в пространстве интегрированных коммуникаций
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.