ANALYSIS OF THE RUSSIAN EXPERIENCE OF CREATING TERRITORIAL BRANDS

  • Boris M. Eidelman Kazan Federal University, Institute of Management, Economics and Finance.
  • Oleg A Bunakov Kazan Federal University, Institute of Management, Economics and Finance.
  • Liliya R. Fakhrutdinova Kazan Federal University, Institute of Management, Economics and Finance.
  • Niyaz K Gabdrakhmanov Kazan Federal University, Institute of Management, Economics and Finance.
Palavras-chave: territorial brand, territorial branding, tourist destination.

Resumo

This paper shows the features of spatial development of branding in various regions of the Russian Federation. The ways of development and promotion of territorial brands both in large and in small towns of Russia were considered. Based on the description of a large number of Russian regional brands, the paper presents a comparative analysis and shows their advantages and disadvantages. Much attention is paid to the formation processes of territorial brands on the example of the Republic of Tatarstan. The paper describes the main objectives of the Visit Tatarstan brand and the features of its visual style. It was shown that the visual style of this brand is based on a modern interpretation of ethnic, historical and traditional Tatar ornaments covering thousands of years. Among the main tasks of the Visit Tatarstan brand is the formation of a clear, uniform and an adequate image of the Republic of Tatarstan in the public consciousness both within and beyond the region. The paper sates that the Visit Tatarstan brand is focused primarily on the development of tourism and hospitality in the region, as well as the formation of an adequate image of the Republic of Tatarstan for the many guests who come to the Republic from around the world. Finally, there is a conclusion that each region of the Russian Federation should have its original brand created, which should complement and develop other city brands.

Referências

Eidelmam B.M., Bunakov O.A. Designing territorial brands and its role in the development of domestic tourism in Russia // Competitiveness in the Global World: Economics, Science, Technology. – 2016. – No.3. – P. 241-243.

Eidelmam B.M., Bunakov O.A., Galimov S.S., Galimova L.I., Rozhko M.V. City branding in Russia: Main trends, problems and development prospects. Social. Sciences and Interdisciplinary Behavior: The 4th International Congress on Interdisciplinary Behavior and Social Science (ICIBSoS 2015), Kazan Federal University, Kazan, Russia, 22-23 October 2015 & Arya Duta hotel, Jakarta, Indonesia, 07–08 November 2015, P. 149–151.

Eidelman B.M. and Fakhrutdinova. L.R. Role and Significance of Territorial Branding as an Important Factor in the Development of Regional Tourism// International Business Management, Volume: 10, Issue: 21, 2016, Pages: 5110-5113.

Eidelmam B.M., Fakhrutdinova L.R., Nayda A.M. Features of creation of regional brands in the Republic of Tatarstan SGEM International Multidisciplinary Scientific Conference on Social Sciences and Arts. - 24-30 August, 2016, Albena, Bulgaria. Volume V Economics and Tourism pp.261-264.

Eidelman B.M. and Fakhrutdinova. L.R. Improving of Using of Advertising Technology in Tourism// International Business Management, Volume: 10, Issue: 21, 2016, pages: 5086-5088.

Bunakov O.A., Zaitseva N.A., Larionova A.A., Suslova I.A. Improoving the training system as a basis for improved management of sustainable development of tourism // Man in India. 2017. Volume: 97, Issue: 3. Pages: 275-283.

Bunakov O.A. Development of tourism in the region on the basis of cluster approach // International Business Management. 2016. Volume: 10, Issue: 21. Pages: 5104-5106.

Eidelman B.M., Fakhrutdinova L.R., Gabdrakhmanov N.К., Nayda A.M. Ways of formation of regional brands in modern conditions // Academy of Marketing Studies Journal - Volume 20, Special Issue 1, 2016 - pp.45-50

Gabdrakhmanov N.K, Rubtzov V.A, Baybakov E.E, Tourism and sustainable development // Academy of Strategic Management Journal. - 2016. - Vol.15, Is. Special Issue1. - P.21-26.

Gabdrakhmanov N.K, Rubtzov V.A, Mustafin M.R., Role of historical cities in the tourist breading: (Case study of Republic of Tatarstan) // International Business Management. - 2016. - Vol.10, Is.22. - P.5267-5272.

Publicado
2019-10-02
Como Citar
EIDELMAN, B. M.; BUNAKOV, O. A.; FAKHRUTDINOVA, L. R.; GABDRAKHMANOV, N. K. ANALYSIS OF THE RUSSIAN EXPERIENCE OF CREATING TERRITORIAL BRANDS. Gênero & Direito, v. 8, n. 4, 2 out. 2019.
Seção
Seção Livre