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Проблема коммуникативной деструктивности в брендинге территорий в пространстве интегрированных коммуникаций
С. 172–176.
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.
In book
Томск: Издательский Дом Томского государственного университета, 2019.
Rodkin P. E., Вестник культурологии 2026 № 1(116 С. 9–26
Representation of the city in the socio-cultural space receives different manifestations and forms of expression in fine arts, architecture, media, etc. As one of the actual directions of reflection and fixation of the image of the city its brand is conceptualized. Visual brand identity of the city performs the functions of representation and forms its own socio-cultural “layer”, which complements and ...
Added: March 31, 2026
Afanasyeva O. V., Серегин Г. Е., Erofeeva Y., Труды по интеллектуальной собственности 2025 Т. 53 № 2 С. 67–77
The article examines the features of promoting betting companies related to socially risky categories of services. Currently, there is a widespread practice of using individualization tools of bookmakers in the official names of sports events, teams, and facilities. The authors identify analyze current advertising legislation and emerging law enforcement practices in terms of risk-based games ...
Added: October 30, 2025
Rodkin P. E., Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ 2024 № 1-2 С. 58–71
The research is devoted to the analysis of universal criteria for the development and evaluation of visual identity (corporate logo and sign), which are distinguished as significant by professional developers in the field of design and visual communications. To verify and formalize them, a survey was conducted among professional designers from Russia and a number ...
Added: April 30, 2024
Kusraeva O., Старов С. А., Маркетинг и маркетинговые исследования 2023 № 3 С. 180–196
The article describes the factors of nation brand strength evaluation. Because of the analysis of the main evaluation scales, the limitations of existing approaches are formulated and the key factors of nation brand evaluation are identified. The authors have developed a set of eight factors to evaluate the nation brand strength; it is proved that ...
Added: January 8, 2024
Zamyatina N., Региональные исследования 2015 № 2 С. 4–14
Роль культуры в социально-экономическом развитии территории определяется ее тесными связями с другими аспектами человеческой деятельности: культура определяет мировоззрение и легитимирует определенные модели поведения, в том числе экономические. Соответственно, географические различия в социально-экономических процессах формируются, в числе прочего, в результате пространственных различий в доминирующих культурных установках. Культура влияет на социально-экономическое развитие как на макрорегиональном, так и ...
Added: November 14, 2022
П.Е. Родькин, Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ 2022 № 3-2 С. 225–236
The study analyzes the readability of visual identity in the context of the problem of multimodality and communicativeness, as well as its specific design, plastic and visual-graphic features on the example of city brand logos. As part of an empirical study, a survey of developers of visual identity was conducted, whose position reflects the principles ...
Added: September 30, 2022
Blucher Y., Коммуникации. Медиа. Дизайн 2022 Т. 7 № 1 С. 140–173
The article examines the emergence of new compositional techniques in the field of modern illustration, comics, and other areas of visual arts, due to the emergence of new technical tools and programs, the influence on the formation of visual patterns and principles of consolidation in mass culture.
The attempt to classify such techniques in contemporary visual ...
Added: May 17, 2022
Rodkin P. E., В кн.: Лингвистическая лимология : Материалы Всероссийской научной конференции с международным участием, Москва, 16 декабря 2021 года.: М.: Московский государственный областной университет, 2022. С. 169–173.
Added: May 5, 2022
Rodkin P. E., В кн.: Концепции в современном дизайне. Сборник материалов II Всероссийской научной онлайн-конференции с международным участием.Вып. 2.: М.: ФГБОУ ВО «РГУ им. А.Н. Косыгина», 2020. С. 70–73.
The project problem of visual brand identification in the field of place branding is its semantic content, expressed in a visual and graphic form. Constructive relations between form and content are particularly relevant in territory branding, as target audiences place higher demands on meaning than in corporate and consumer branding. ...
Added: January 27, 2021
Rodkin P. E., Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ 2020 Т. 2 № 4 С. 119–129
The article is devoted to the problem of the meaning and formation of urban brand identification through the rethinking of the language of templates (communicative patterns) of the urban space of K. Alexander in the framework of branding of territories. As an example of this approach, the branding of the city of Yuryevets is analyzed, ...
Added: January 27, 2021
Rodkin P. E., Директ-Медиа, 2020.
В настоящем учебном пособии описываются различные модели брендинга территорий (шестиугольник С. Анхольта, семиотическая модель бренда и др.), типология бренд-идентификации и решений в области мирового территориального брендинга, раскрываются проблемы разработки и презентации бренда, а также оригинальная методология структурирования городской среды на основе коммуникативных паттернов (в рамках концепции языка шаблонов К. Александера). Книга является практическим пособием и ...
Added: August 13, 2020
Zelenskaya E., Elkanova E., , in: Proceedings of International Analytics for Management and Economics Conference, HSE University — Saint Petersburg, September 27–28, 2019.: [б.и.], 2019. P. 80–82.
The article discusses the problem of place brand architecture based on heritage of a place. The authors claim that the wide-spread approach when place is promoted as a unified single brand for various tangible and intangible assets it possesses, may lead to inevitable generalization in brand identification and exclude some valuable stakeholders from branding processes. ...
Added: July 29, 2020
Kusraeva O., Rebiazina V. A., Старов С. А., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2020 Т. 19 № 1 С. 3–33
Th e paper deals with the analysis of the existing approaches to brand orientation operationalization. Th is research aims to develop and test on empirical data the scale for refl ecting the level of brand orientation development in Russian companies. For this purpose, a mixed empirical study was conducted, consisting of the sequential use of ...
Added: May 20, 2020
Rodkin P. E., Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ 2019 Т. 2 № 4 С. 263–272
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. ...
Added: December 23, 2019
Аларушкина С. А., Borisov A., Воронина А. А. et al., ИНТЕРакция. ИНТЕРвью. ИНТЕРпретация 2019 Т. 11 № 20 С. 133–163
The article presents the results of complex cultural geographical research of Yasenevo area in Moscow . The research was aimed at revealing an interconnected system of unique spatial representations of this typical distant urban residential area. The methods and approaches of urban planning analysis, statistical method of ‘regional syndrome’, historical and fiction texts’ analysis and ...
Added: December 9, 2019
Mitin I., , in: 6th Corfu Symposium on Managing & Marketing Places. 6th-9th May 2019: Proceedings.: Manchester: Institute of Place Management, Manchester Metropolitan University, 2019. P. 66–70.
The majority of cities all over the World have their symbolic capital concentrated in the central areas. Distant residential areas lack tourist attractiveness, original / authentic urban environments and any material / immaterial basics of local identities. People are not rooted in the urban districts they live in and feel Alien in them. There is ...
Added: May 17, 2019
Rodkin P. E., Декоративное искусство и предметно-пространственная среда. Вестник РГХПУ 2019 Т. 2 № 1 С. 207–217
The article is devoted to the analysis of the city brand identification, which uses attractions, within the framework of the semiotic paradigm based on the semiotics of tourist attractions of D.Mccannel and the semiotic model of the city brand by Jiyoung Yoon. The attraction is considered as a means of representation of the territory and ...
Added: April 10, 2019