Стратегии брендинга в территориальном маркетинге
One of the basic principles of successful place marketing and branding is the thoughtful analysis of target groups needs and preferences. Many authors show favour to the city residents as the core target group. The residents may also be segmented into the smaller groups, and in some cases successful strategies are targeted to the needs of this very specific group of citizens. One of such groups – the so-called creative class – became very popular among practitioners as a primary target group for place marketing and branding. The purpose of the paper is to compare creative and non-creative class in terms of their preferences of particular attributes, which describe a city as a whole.
Branding is an important strategy for the metropolis, and for a small town. Branding strategies of cities are actively introduced in Europe, but only few Russian cities use similar strategies. Perm, the capital of the Perm region, has already applied its resources trying to create a city brand. Other cities of the region also try to introduce the branding strategies, because the brand promotes to the attraction of the resources into the territory. The program of the development of the local area of the Perm region - city Cherdyn and village Nyrob, will increase the attractiveness of this area, and will keep it from economic stagnation. Competition for investment and personnel, for the reduction of the migration outflow are the current problems of the Cherdyn district of the Perm region, which has faced significant economic challenges. Departure of the youth to the large cities and the fall in entrepreneurial activity threaten economic degradation of the territory. Budgetary mechanisms are limited and investments are minimum. Activation of interests of business and population is possible through formation of a new image of the territory, including creation of a local brand. The article describes the brand value as an authenticity of the historical area. The paper discusses the main target audiences, such as residents, businessmen and tourists. The benefits of the brand for each audience and options of PUSH-promotion strategy are stated. It is proposed to estimate the results using the presented metrics of the brand.