Book chapter
Позиционирование бренда вуза - интеграция и взаимодействие
In book
Stepping into a manager's role is for students who study enterprise management, marketing, logistics, human resource management, etc. and is likely to be most useful for users at level B1 and above. Nine units are organised around the relevant topics: leadership, teamwork, frelance, customer care, marketing, branding, advertising and international business. Each unit consists of authentic reading material, vocabulary section, skills development exercises for individual and group work.
It is an integrated skills course which helps to develop language and professional skills through role plays, presentations, case studies. The activities are also aimed at buidling critical thinking skills and student autonomy.
The monograph presents the studies which have been conducted by the authors over several years in the domain of the psychology of consumer behavior. The studies analyze the factors of consumer loyaltyand brand loyalty as well as the specifics of Russian consumers’ perception of Russian and foreign brands. The book provides the Russian version of a questionnaire designed for studying the strategies of consumer behavior, emphasizes the main strategies of Russian consumer behavior, and describes specific features of Russian consumer behavior in comparison with foreign consumers. The special aspects of brand perceptionin people with various strategies of consumer behavior are also described in the monograph. This monograph is designed for graduate and undergraduate studentsas well as scholars in economic psychology, psychology of consumer behavior, and psychology of marketing communications.
The article is a critical analysis of the conceptual apparatus in the field of branding and marketing areas. The author discusses the various definitions of «brand» and «brand territory», their diversity and its causes. The aim of this work is clearing the theoretical and practical definition of the territorial brand through the redefinition and extension of the conceptual apparatus. This approach can remove the resulting misunderstanding of the subject activities and «contradictions» in its definition, as well as to expand its theoretical base. Verifying the conceptual and terminological apparatus is not only «theoretical» and «academic» in nature, but has practical importance, which contributes to a more precise determination of the activity of the developer and the customer in the framework of specific project activities and qualitative development of branding in Russia. The article introduces the concept of «brand-identification» to minimize the confusion among the different parts of the same structure - the brand and to address methodological and terminological confusion among developers and customers of regional branding through differencing essentially single and at the same time different parts of the communicative system: the brand and its visual identity (brand identification). The author uses the concept of representation of the territory, image of territory, existing in the minds of consumers and target audience. The image of territory is formed as the scope of project activities through advertising, design, marketing, branding, PR, and is implemented, and reproduced in the information-communicative space of the modern information society. The image of the area and its representation (and the idea of it) is the struggle and unity of the real and the ideal (desired) image of reality. A critical analysis of the attraction’s semiotics by D. Maccannell is the theoretical basis of representation of the territory. It defines a tourist attraction as a sign through the relationship among sight, marker and tourist. The article defines the problem of analyzing the identity (and identification) of the territory with respect to the image areas and not to the real territory, the representation «assigns» identification function, the image becomes inseparable in the popular consciousness from reality. The author draws the conclusion about the necessity of differentiation of concepts «brand» and «brand-identification». The brand of the territory is defined as the representation of areas by means of information and communication tools. Brand-identification of the territory is one of the structural elements, and «attributes» of the brand territory. Representation of territory is a more general concept which can be understanding at the level of conceptualization of place branding, brand identity is more applied, and corresponds to the appropriate level of operationalization.
The article provides a comparative analysis of territorial brands development and promotion both in the Russian Federation and abroad on the level of countries, provinces and cities. The authors consider foreign territorial brands of such states, as Australia and Germany, the Austrian Land Tyrol and the Chinese city of Hong Kong, showing their strengths and opportunities for promoting the respective territorial entities. Russian territorial brands under discussion include Saint Petersburg, Omsk and Kaluga regions, Perm, Ulyanovsk and Kazan.
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.
within the framework of cultural discourse, the concepts of "brand" and "branding" are considered
The paper explores how EU competition law has integrated so far the concept of brands in different areas of enforcement. Although EU competition law has engaged in multiple instances with branding and product differentiation, brands do not yet constitute an operational concept in EU competition law. This is due to an important uncertainty as to the normative choices that need to be made with regard to the relation between brands and the formation of consumer preferences. The concerns raised by retailer power and the development of private labels also indicate that the existing economic theory on product differentiation may not also provide a complete picture on the effects of brands on the competitive process and ultimately on consumers. Competition law will also need to tackle the issues raised by the development of ‘social branding’ and the dialogic interaction between brand owners and consumers in the constitution of their brand identity.