Territorial brand models: comparative analysis
Abstract. The purpose of this study is to analyze theoretical works on place brand models developed by domestic and international scholars and, based on these studies, propose an integrated model of the regional brand. This study included a content analysis of the scientific literature, a comparative analysis of existing place brand models, and a modeling method. As a result, an integrative model of the regional brand was developed that reflects the essential foundation of a region`s brand, as well as elements of the brand formation and management process. This integrative model of the regional brand takes into account the key features and shortcomings of earlier models, as well as the influence of the place brand on the socioeconomic development of the region. This study holds promise for further research, including the verification of the integrated model of the regional brand and its practical application.
Keywords: territorial brand, regional brand, geobrand, integrative model of a regional brand, territorial brand model, socio-economic development.
Hightlightts:
- a comparative analysis of territorial brand models was conducted;
- an integrative model of a regional brand was developed;
- the relationship between a regional brand and the factors of its socio-economic development and external factors was illustrated.
Nadezhda Yu. Lesnykh, Anastasia A. Sozinova, Olga V. Fokina - Vyatka State University, Kirov, Russia