Abstract:

Creation of territorial brand is becoming one of the main strategic directions of any region development. Modern economic trends cause an acute need to promote regional brands as additional funding sources as well as problems solutions of the region by attracting outside investor resources. An effective branding strategy contributes to achieving long-term and sustained success in territorial development; conquer foreign markets, attracting investors and tourists, new residents and skilled migrants. The article is devoted to investigation of territorial branding and describes the research performed by the teachers and students of Stolypin’s Volga Region Institute of Management (the branch of the Russian Presidential Academy of National Economy and Public Administration, Saratov) in December 2014. 220 citizens of Saratov were interviewed in order to determine their identity with a place to stay. Respondents spoke about the uniqueness of the city, its difference from other Volga cities, symbols, monuments and sights. However, image resources of the city are not only visual places of interest. Image resources include historical facts and events, biographies of famous people, myths - existing and potential. A typical mistake in creating a brand is the wrong choice of characteristics, which are the basis of the brand. A common practice when trying to create regional brands in Russia is the use of non-unique characteristics inherent in a number of other regions. To solve the issue of urban identity formation and to develop territorial brand can help the approach called “geomarketing”. Application of geomarketing methods of image analysis and territory resources gives the researcher a good opportunity to obtain a sufficient amount of information that characterizes the unique competitive advantages of the territory. Any territory, regardless of its size can be represented determined by the choice of the identification of the urban community. It is the basis of long-term urban development strategy and only to a certain degree depends on the will and desire of the authorities. In conclusion it should be noted that urban identity research should precede the development of the brand of the city and form the basis of brand promotion. Creation of the brand “Saratov” suggests the involvement of different target audiences and different communications based on the knowledge of the idea of the city. Territorial brand development should be based on geomarketing and be linked with the development strategy of the territory.

Keywords:

Territorial brend, geomarketing, branding strategy, image resourses, urban identity.