Territory brand on a specific example. The concept of brand, branding and branding of territories

The formation of a territory brand is based on generally accepted principles of marketing planning, which includes four stages:

• - analysis of the current situation through marketing research;
• - development of a marketing strategy, which is the basis for building a brand platform;
• - positioning;
• - brand promotion.

Holding marketing research allows you to determine the necessary direction in generating a brand idea that is clear, understandable and desirable for the consumer.

At the heart of the construction marketing strategy there should be such an approach as customer focus, that is, the choice of the target audience, orientation to it and determining the motivations of consumers in relation to the brand being developed. It is also important to take into account the changes that have taken place in the behavior and mentality of consumer audiences over the past decades. Thus, there is currently a strong trend towards the design of goods and services with personification. consumer values. Moreover, virtual communities, formed by a generation of so-called digital consumers who have their own opinion leaders, form their own content that is resistant to the effects of traditional means of communication, are increasingly involved in the evaluation of goods and services. For example, in the field of tourism and travel, such a virtual community is the online platform TripAdvisor, which is one of the most popular services for posting reviews of visited places and getting acquainted with potential new destinations.

For determining target audiences brand, it is necessary to establish the meaning of the place, its purpose, the target groups developing in it. Today, there is fierce competition between the territories for investments, markets, skilled labor, tourists and residents. The brand of the territory allows to ensure the involvement of all interested parties in programs and projects target audiences.

According to S. Zenker and N. Martin, it is useful to consider three main target groups (see Figure 4).

Figure 4 - Target groups of territory branding

In fact, there is a separation of three key groups of stakeholders of the territory: tourists, residents and the business sector (investors). For each of these segments, the territory must be able to offer its own competitive advantages, which, however, may overlap.

So, for example, the emphasis in the direction of developing the city's brand for its residents and local businesses can be the implementation of projects and programs to form its image as a place favorable for permanent residence and creating (running) a business. Here, such mottos as: “developed educational and cultural environment”, “favorable investment and legal climate”, “safe living environment”, etc. can be used.

For investors, the key idea of ​​the brand is the creation of a legal, business, innovative image of the territory and the implementation of programs and projects aimed at increasing investment attractiveness in terms of such aspects as economic return (investment potential) and the riskiness of investments.

For tourists, it is important to create the image of the city as an attractive tourist destination, the formation and presentation of positive expectations from the upcoming vacation in it, demonstrating the originality and uniqueness of the place visited.

Speaking about projects for the formation of the tourist image of cities, it is necessary to note such a trend as the promotion of their intangible assets, which are considered as the cultural and historical potential of the city. Despite the importance for the image of the territory of such indicators as investment attractiveness and economic competitiveness, in modern conditions in a constantly changing environment, more stable image attributes, such as a unique history, preserved heritage in the field of applied arts, crafts and trades, sights, mentality, life and creativity of local residents, interesting events, etc., come into focus.

For relatively recently formed regions that are not rich in cultural and historical artifacts and sights, it is typical to find non-traditional brand bases, such as local cuisine, the connection of the city with some famous person, the mention of a place in cinema or literature, etc. For territories with a rich cultural and historical potential that have already developed, the current trend in brand formation is various forms of event marketing - from holding large-scale city anniversaries to various thematic festivals.

It is also important to note that the tourist brand of the city is directly dependent on the synergy of all target groups: tourists, residents, businesses and investors. Thus, for residents and the local business environment, a successful tourism brand is a source of pride in their city, motivates them to improve their social position and produce more quality goods(services), for investors - is an indicator of the potential for investment in tourism infrastructure.

The next step in the formation of a territory brand is building its platform based on a properly selected marketing strategy. Despite the fact that the brand by its nature is an intangible object, it has some properties. A qualitative description of these properties is included in the territory brand platform being developed. Thus, the obligatory components of the platform are the brand name, brand visualization and its philosophy.

Naming (brand name) is the main element of identification, established within the verbal concept of the brand and forming its associative field. The brand name is encoded in its verbal images and is based on the brand positioning, legend and communication concept. Words, which are a special system of communication, contain multi-level information. Therefore, the emotional, mental, subconscious and conscious levels of perception are based not only on the direct lexical meaning, but also on the emotional and stylistic coloring of the word. Brand positioning also determines the type of legend: real, historical, futuristic. In other words, the brand legend can be either based entirely on real events or artificially created by the creative efforts of developers.

Brand visualization is, first of all, its logo, colors and fonts. Their choice is associated with the verbal and pictorial embodiment of theories and forms a kind of trademark, which, in turn, is the base of the brand, its face, a kind of unifying attribute of the image of the territory.

The territory brand philosophy is built from the mission, its value, uniqueness and key image phrase (slogan). The mission of the brand is the goals and concept of the development of the territory, its purpose is to designate the advantageous differences and features of the territory, the target audience and competitive advantages. Brand value is expressed in words, it should reflect the essence of the brand's benefit to consumers. Uniqueness is understood as the association of a brand in the minds of consumers with a single common slogan (slogan). This general slogan is the second most important verbal communication tool after naming, which forms the mental “body” of the brand and helps to strengthen its positioning. The slogan of the brand should be the quintessence of its positioning and broadcast the key attributes of the brand.

The brand platform is the embodiment of all elements of its visual and verbal identification in a common system, which should be clearly correlated by visualization elements and should be aimed at maintaining both the brand’s communication message itself (image, style, recognition) and the long-term imprinting effect.

Positioning territory from the standpoint of its current and desired state can be carried out through various marketing assessment tools. The most famous of these tools are: the GCI and IMD indices (the level of global competitiveness), the Institute regional policy IRPEX, Economist magazine rating, MERCER HR standard food basket calculation, S. Anholt ratings - ACBI (brand rating of world cities) and NBI (national brand rating), SWOT, PEST, ABC and XYZ analyses.

The essence of brand positioning is to find the territory in the minds of the audience and the formation of such attributes and images of territories that would distinguish them from each other in the most beneficial way, be significant for target consumer groups and meet their expectations and needs.

There are a few key points to keep in mind while positioning. First, the main task of the developers in its formation should be to identify or model emotional and rational advantages. Secondly, positioning should be recognizable and unique. Thirdly, it must meet both the explicit and hidden needs of the target consumer group. Fourth, it is important to back up positioning with real facts in order to avoid dissatisfaction with consumer expectations and his disappointment from communicating with the brand.

The final stage in the formation of a territory brand is its promotion. This process involves the identification of communication channels and promotion methods through which the communication message will be delivered to the target audience. The promotion model expresses the development goals of the territory and expectations. The choice of communication channels takes place in accordance with the creative concept of the brand and the specifics of its positioning. When selecting channels, it is necessary to determine the roles, goals and objectives of each of them, as well as develop the principles of their interaction. The variety of existing promotion channels is shown in Figure 5.

Figure 5 - Channels for promoting the brand of the territory

Speaking about the formation of the brand of the territory, it is necessary to touch upon the issue of the development of the potential of its competitiveness in a post-industrial society. Practice shows that cities that flourish in the era of industrialization are not necessarily successful today. Moreover, since the 1980s XX century calculation of the number of so-called shrinking cities. So, according to the data obtained during the implementation of the international research project "Shrinking Cities", for the period 1950-2000. in about 400 cities with a population of more than 100,000 people (collectively accounting for about 70% of the world's population), there has been a reduction of 10 to 90% of the population. Examples of such cities are the former industrial centers of the United States such as Detroit, Memphis, Pittsburgh, etc.

Therefore, due to the departure of traditional industrial industries, today for many cities the issue of choosing new directions for development and maintaining competitiveness comes to the fore. There are several new directions for the development of territories proposed in the 21st century.

• 1) Development of the knowledge economy - high-tech, innovative sectors of the economy and clusters, small innovative companies. This direction also requires the development of the intellectual potential of the territories, which includes not only highly qualified specialists, but also an appropriate innovative infrastructure.
• 2) Development of the creative sector - art, design, museums, literature, advertising, etc., that is, sectors characterized by the manifestation of creativity and creative thinking. Over the past decade, this direction has gained a special attraction for many old cities, such as Berlin, London and New York. In this regard, the work of C. Landry "Creative City" is interesting, which provides many examples of the successful transformation of cities with a reputation of traditional into creative ones.

As for new technologies and branding tools, in this aspect there is a tendency to move towards the active involvement of society in the formation of brand identity and its construction. The brand of the city becomes an element of its culture, gives shape to its values ​​and conveys them to all stakeholders, thereby involving them in the brand development process.

Culturalization and socialization of territory branding is the main trend of this century. In this regard, the development of a territorial brand is increasingly seen as the development of its communicative and cultural capital.

Nevertheless, many historical examples are known that show the dependence of the formation of a brand of a territory and real interaction with it, directly or through specific products manufactured on it (religious and, later, university Oxford, shopping Istanbul, etc.).

In modern times, the tools of real "communication" with the territory, in addition to traditional specific industries and fairs, include:

• - organization of festivals, conferences, exhibitions, etc. ;
• - celebrations of anniversaries of cultural and historical events;
• - creation of new tourist routes;
• - revival of local customs and traditions;
• - updating local brands;
• - development of symbols of the region (logo);
• - creation of architectural complexes and monuments;
• - release theatrical productions, films, local history literature;
• - personification of the city through an iconic figure (historical figure, politician, writer, etc.);
• - the use of brand ambassadors and advocates.

K. Dinni also describes such tools for developing the territory brand as:

• - gastronomic branding (links between food culture and territory);
• - demonstration of ecological development (active greening of the city);
• - online brand promotion (using the blogosphere, websites, social networks) .

In the process of introducing a territory brand, you should always pay attention to the effectiveness of the ongoing campaign:

• - track the presence of references to the territory in the information space, its recognition;
• - monitor the frequency of addressing the territory from the external environment and the dynamics of attention to it;
• - evaluate the number of attracted new investments and projects;
• - evaluate the number of attracted people: tourists and new residents;
• - evaluate the activities of the region at all levels of government.

Thus, the involvement of society, city residents and other consumers in the formation of a territory brand is an important condition for the implementation of this process as a whole. Thus, thanks to the organization of special actions, advocates and brand ambassadors of the territory can be trained, who later become marketers of this brand, as well as ambassadors who promote the brand and provide feedback with local authorities.

It should also be noted that in recent years there has been a tendency to adapt the practice and theory of product branding to place branding. In fact, the generally accepted brand toolkit of products is being adapted to the process of territory branding. In this regard, it can be argued that all aspects of branding are relevant for territories, such as the task of forming brand identity and values, internal branding, event marketing of the territory, which is considered in further research.

The success of territories is largely related to their identity. But this originality still needs to be conveyed to the masses. How to do it? This is what regional brands are for. But how to build them correctly? How to put in them the essence of the city, village or region?

The development of regions largely depends on how successfully they manage to promote their products and attract investment. How can brands of cities and regions help in this? What are the secrets to building a successful brand? How do brands of territories influence social stability and relations with the federal authorities?

Let's try to answer these questions at least in the first approximation.

1. Brands in the competition of regions for attracting external resources."In the modern world ... any territorial entity is inevitably tied up with many nerves and arteries with other territories - transport, communications, energy, water, finance, and much more. The sources of survival of a territorial entity are now outside - in the sense in which its survival becomes possible only within a certain trans-territorial system. And the more a modern territory is able to attract resources from outside, process and give away, the more effective its life activity today," emphasizes Miroslav Koshelyuk, candidate of psychological sciences, CEO Communication management agency "Principle PR". In the context of competition for attracting external resources, the brand of a region or city becomes one of the most effective tools.

"The socio-political, cultural, historical, investment attractiveness of regions does not arise from scratch, but is the result of a formed and updated image. Image is one of the determining factors in the perception of regions and the formation of a friendly social environment around them. This, in turn, has the most direct influence on loyalty from the federal center, other subjects Russian Federation, the international community", - noted on the website of "BaikalProject-2007".

"The main task of any brand is to inspire trust and build relationships based on trust. If a territory has its own brand, a name that attracts attention, which is trusted, then such a territory will attract investments in the broadest sense of the word. If it does not have a brand , then it will boil in its own juice and, at best, be used as a kind of raw material base," explains Alexander Melnikov, business coach, managing partner of TERRA LIBERA Group.

"The brand of the region allows the administration and business circles to most effectively interact with various target groups: investors, interregional and export markets, the population, tourists. It translates the strategic advantages of the territory into a language understandable to these groups, and greatly enhances the significance of these advantages," Andrey emphasizes Stas, founder and managing partner of Stas Marketing Partners.

"Very often, not only foreigners do not know what is happening in our "outback", but we, the inhabitants of the country, do not have information. And without such information, without emphasizing our advantages, it is difficult to talk about the successful development of territories and cities. We need to attract attention , explain why we are better, why, for example, investments should come to us, to these territories," notes Alexandra Ochirova, head of working group Public Chamber of the Russian Federation on the formation of a positive image of Russia in the country and abroad. In her opinion, insufficient attention paid to branding is one of the reasons why “the average per capita income in different Russian regions varies tenfold. they don’t think about it, they miss out on many potential investments,” she explains.

Artem Shadrin, a representative of the Russian Ministry of Economic Development, points out four goals that should be pursued when promoting a brand: supporting the promotion of goods (including goods for export) produced in the region; attraction of investments; supporting tourism, turning the region into an attractive territory for visiting; attraction of qualified work force.

2. Secrets of building successful brands. Creating and promoting brands of cities and regions is still a very young trend. However, certain techniques have already developed in this area. As brands, any symbols, names, sights associated with this region and causing positive emotions. “A brand is something that you can taste, see, visit, buy. And about what we tend to say: yes, we know,” explains Andrey Shcherbak, an expert at the Technology Development Foundation for socio-economic research. It is worth emphasizing that successful territory branding primarily depends on the activity of its administration.

As brands of regions, specific goods produced in the region can be quite successfully used. Some regions confidently preserve and use inherited brands, such as Essentuki and Narzan mineral waters in the Stavropol Territory. However, due to the lack of activity of the administration, these well-known brands are still being replaced by newer, but promoted and, unfortunately, not related to the region - such as "Bon Aqua" and "Aqua Minerale".

Meanwhile, there is hope that in Russia there may appear a tradition already known all over the world - to patent a trademark for a product at its place of origin. Thus, the administration of the Vologda Oblast registered the trademark "Vologda oil" in Rospatent, and the Astrakhan administration - the trademarks "Astrakhan watermelon", "Astrakhan tomatoes" and "Astrakhan fish". At the same time, the Tula authorities do not use famous brands gingerbread, samovars and weapons, since these brands belong to the manufacturers, and the authorities cannot control their use and tax them. Some brands are gradually losing their relevance, such as Khokhloma in the Nizhny Novgorod region, some, on the contrary, are being recreated, such as branded mead in Suzdal, Vladimir region.

A certain historical event related to the region can also become a brand. Thus, the Nizhny Novgorod Region revived the brand of the Nizhny Novgorod Fair and presented it as one of the hallmarks of the region's capital. "Obviously, in addition to direct economic benefits from exhibition activities, the region also receives significant symbolic benefits," Andrey Shcherbak notes.

The Kostroma region positions itself as the birthplace of Russian statehood. It was from here that in 1613, 16-year-old Mikhail Romanov, who became the founder of the last dynasty of Russian tsars, went to reign in Moscow. In this regard, Kostroma has a chance to become the officially recognized capital of the celebration of the 400th anniversary of the Romanov dynasty, which will be celebrated in 4 years. So far, the brand "Ivan Susanin" is actively used in the region. Here the tourist route "Susaninsky trail" with theatrical action and the Museum of the Susanin feat are open; a memorial cross was erected near the Domninskaya church (according to one of the versions, the hero lies exactly here); vodka "Ivan Susanin" is produced. It is also planned to inspect the places of death of the hero from a hang glider. At the same time, the skeptical remarks of historians that Susanin's feat is more a myth than the truth do not interfere with the development of the brand. "A beautiful fairy tale - at least a lie, but a support," Andreas von Baldur rightly noted.

Myths, fairy tales and legends can also become quite successful regional brands. The most famous example is the project "Veliky Ustyug - Father Frost's Motherland", launched in 1999 in the Vologda Oblast.

It is worth noting that in order for a brand to become successful, it is not enough to choose a good idea, you also need competent project management. Around the same time that Ustyug was declared the birthplace of Father Frost, Kostroma declared itself the birthplace of the Snow Maiden. And not without reason - in the Shchelykovo estate of the Kostroma region, Rimsky-Korsakov wrote the opera The Snow Maiden. However, the project with the Snow Maiden is still much less known, the Kostroma Snow Maiden has yet to acquire her own post office and residence. In the meantime, vodka and mineral water called "Kostroma Snow Maiden" and the competition "Russian Beauty - Kostroma Snow Maiden" is held.

When building a brand of a territory, the same principles apply as in business - to find and strengthen regional advantages, to retouch shortcomings. "You should not look for specifics only in the production of any product. Most the latest technologies after a while they are easily copied: the example of China confirms this. We need to look into the past, give a new sound to old facts, show the uniqueness of the territory and create a wonderful mythological story on which the brand will be based," sums up Alexander Melnikov, business coach, managing partner of TERRA LIBERA Group (St. Petersburg).

At the same time, it is always worth remembering that the features of the city or region chosen as a brand must necessarily evoke positive associations. For example, the positioning of the Urals as the site of the execution of the king can hardly be considered successful, since such a brand raises subconscious doubts about the stability and security of the region.

In addition, the brand must be truthful and have a real basis. "Promotion of a brand that is not supported by facts is akin to unfounded promises. A brand is to be, not to seem," emphasizes Oleg Fomichev, director of the department of the Ministry of Economic Development of Russia.

3. A successful brand, the growth of economic initiatives in the region and the optimization of costs for various projects. A successfully found idea for a brand can revive the economy of the region. So, for example, for the Yuzhsky district of the Ivanovo region, Andrey Bolshunov, an expert at the All-Russian Council of Local Self-Government (VSMS), a public organization under the United Russia faction in the Duma, suggests using the image of Prince Dmitry Pozharsky as a brand. Here, in the village of Mugreevo, was his former estate, here the embassy from Nizhny Novgorod came to him. Here he formed his militia. Near the militia took the oath, from here it moved to Moscow. Such a brand, according to Andrey Bolshunov, can be in demand by political, patriotic and Orthodox elites. If this proposal is accepted, then a memorial complex of Dmitry Pozharsky will be created there, and tourism will begin to develop. It is clear that tourists will pull along entrepreneurs from other industries. At the same time, which is important, there is scope for the initiative of local entrepreneurs who can build their business taking into account the characteristics of the region.

"In addition, the development of a strategy and program for an integrated brand promotion allows you to optimize budgetary and extrabudgetary spending on information, socio-cultural, sports and other projects, which in any case take place in cities and regions. With an integrated approach, the results of the implementation of these projects are not isolated, but are purposefully synthesized into strengthening the brand, developing a positive image of the region and its leaders in the perception of target audiences: federal authorities, Russian and foreign investors, business associations, civil society institutions, the media," notes Andrey Sharomov, head of the brand creation project and strengthening the regional identity of the Khanty-Mansiysk Autonomous Okrug.

As an example of the competent use of a regional brand that can turn into a whole development program, one can cite the adopted program for celebrating the 300th anniversary of Mikhail Lomonosov in the Arkhangelsk region. The decree on the celebration in 2011 of the anniversary of Lomonosov was signed on September 21, 2006 by President Putin. The region is going to spend about 8 billion rubles on the celebration of the anniversary: ​​4 billion rubles - federal funds, 2 billion rubles - funds of the Arkhangelsk region and 2 billion rubles - off-budget funds. Of this amount, a significant part will go to the development of science and education in the region. Without such a timely announcement of the brand, hardly anyone would have remembered the needs of a poor region far from Moscow.

4. Regional brand and relations with federal authorities."The region's brand can be used as an instrument of state policy," argues economist Magomet Yandiev, associate professor at Lomonosov Moscow State University. modern Russia relations between federal and regional elites are informal, subjective, and under these conditions, the brand of the region can become a powerful tool both for protecting the financial and other interests of the region from the federal center, and for civilized pressure on it. For example, the brand "Our Republic voluntarily became part of Russia so many centuries ago" still provides additional funding from the federal budget and a certain indulgence of the Federation from "mistakes" in spending them," the economist explains.

5. Successful brand and social stability in the region. Equally important is the fact that the brand of the region helps to ensure social stability. It increases the level of self-esteem of local residents, making their life more comfortable and less conflict. After all, creating a brand means realizing all the advantages and all the uniqueness of a city or region. The consequence of creating brands, among other things, should be greater self-sufficiency of the regions and their less dependence on the center - at least in the worldview of their inhabitants.

"The so-called 'regions' should become 'capitals', they themselves should become sources of innovation, new ideas and a new quality of life. They should develop independently, and not at the behest of the center. The center should give them such an opportunity," says Vasily Gnedovsky, project manager Russian Institute of Urban Studies.

It is no coincidence that various Russian cities have recently positioned themselves as unique capitals of Russia. Yes, this April Nizhny Novgorod secured the name "Capital of the Volga Region", and Kazan registered in Rospatent the trademarks "Third Capital", "Third Capital of Russia", "Third City", "Third City of Russia", as well as "Russia" s third capital ". Already recognized at the international level, the brand "Kostroma - the jewelry capital of Russia" Sochi calls itself the summer capital of Russia.

However, in order to realize its own value and significance, it is not at all necessary for a region to declare itself the capital. An excellent example is Uryupinsk, which has become a symbol of the Russian hinterland. This city is remote from all major centers: to Volgograd - 340 km, to Voronezh - 315, to Tambov - 250, to Rostov - about 500. It is symbolic that the railway line breaks right in the center of the city - there is no way further. Real depth. But this is exactly what the fathers of the city played on when they realized that in order to survive and prosper, non-standard approaches are needed. So in 2000, the brand project "Uryupinsk - the center of the Russian province" was developed. The famous phrase from the joke has become a symbol of rebirth: almost everyone in the city wants to make Russians really want to drop everything and come to Uryupinsk. The local textile factory gained a second wind, not least because of the release of T-shirts with screaming slogans: "I'll leave everything - I'll go to Uryupinsk", "Moscow - Paris - URYUPINSK", where Uryupinsk is designated as the navel of the earth. It is clear that they are in great demand among tourist guests.

However, the residents of the city did not stop there. Recently, the city has a holiday that is hardly celebrated anywhere else in Russia - the day of the goat. Uryupinsk goats are famous for their unusually warm, thin and delicate down. They were repeatedly tried to be transported and bred in other places and regions, but nothing worked, the fur lost its unique qualities. Goats are kept here in every second yard, the local enterprise "Uzory" manufactures and sells products from soft silky goat down all over Russia. The holiday was, perhaps, the peak of the activity of the administration of Uryupinsk and its head, Mayor Valery Sushko, in the rehabilitation of the famous Uryupinsk down trade, which has existed for at least 100 years. In addition, a goat monument has been erected in the city, a goat museum has been opened, the Miss Goat contest and a goat slaughtering championship are being held.

6. Brand as a strategic plan for the development of the territory. The brand of a region or city, among other things, can set a strategic vector for the development of a territory. However, in order for this plan to be viable, the brand must be based on a strong idea that represents the city as a phenomenon in the country and the world and allows you to combine the interests of many tens and hundreds of thousands of people inhabiting its territory.

According to Alexander Melnikov, business coach, managing partner of TERRA LIBERA Group, this strong idea can be identified based on the territorial features of a region or city. At the same time, he proposes to comprehend the territory through archetypal images, since they are present in the minds of every person and, therefore, understandable to anyone. The creator of analytical psychology, the famous Swiss psychologist Carl Gustav Jung, who wrote that "there are exactly as many archetypes as there are typical life situations", described about a dozen of them in his works. Margaret Mark and Carol Pearson, in The Hero and the Rebel, offer a model using twelve leading archetypes. Dividing the twelve archetypes into four groups, the authors correlate them with the four leading human motivations that form two pairs that are in constant conflict: Belonging-Independence and Stability-Development. This results in the following system:

* Nice Guy, Lover, Jester (leading motivation - belonging);

* Hero (Warrior), Rebel, Mage (leading motivation - development, change);

* Innocent, Seeker, Sage (leading motivation - independence);

* Caring, Creator, Ruler (the leading motivation is stability).

At the same time, Alexander Melnikov notes that "any archetype can manifest itself only in the context of the environment. The Hero archetype, if there is no one to save, will not manifest itself." "If we consider the archetype of a city or village, then we consider this archetype in the context of the territory on which it is located, in particular, in the context of the country. What is it for the country, how did it appear, why, what does it do for this country", he explains.

As an example, he analyzes the archetype of his hometown St. Petersburg. "In recent years, it has been promoted in at least several guises: "City of Knowledge" (Sage archetype); "Cultural Center/Museum City" (probably Jester archetype) and "Northern Capital" (Ruler archetype). None of these archetypes does not reflect the authenticity of the city and the territory it is located in. As a result, the current brand is seriously eroded compared to the former one (Leningrad), constant rivalry with Moscow, the city gaining the image of a gangster capital, and recently also a nationalist capital. the archetype lies on the surface.Remember, the city was founded by Peter the Great as a CHALLENGE: "Window to Europe", "Sea Gates", "From here we will threaten the Swede", "Russia reared up"... not suitable for life - in a swamp. People have never settled in this territory before. There are ancient settlements in Staraya Ladoga, there is a Koporskaya fortress on the Karelian Isthmus. But there were no settlements on the site of the modern city! Terburg climate was heard even by those who have never been there. The city changed its name three times: the city of three revolutions, the hero city that survived the blockade of 1941-1944. And many works have been written about St. Petersburg as a magical city. It is a very changeable city, starting with the weather and ending with the way people perceive it. A very controversial city.

"I have been there many times, and my perception of the city depends on the purpose of the trip. When there was a goal to study cultural monuments - of course, palaces and a huge number of fountains are amazing. Royality. But once I went there in order to study the places of Dostoevsky - it was scary, it was something. I was very scared to go through all these nooks and crannies. At that moment, this city seemed to me so narrow, miserable, completely different. It depends on what goal you are pursuing and what you want at that moment, "- such is the testimony of the guest cities.

Of course, the leading archetype of St. Petersburg is the Hero-Rebel-Mage. That does not prevent it from being a city of knowledge, and one of the world's largest cultural centers, and an open-air museum, and the northern capital, and a major scientific and industrial center.

The charismatic, archetypal meanings of St. Petersburg, like any other territory, for Russia and for the world as a whole require serious and deep reflection. As long as there is no such understanding, the brand and charisma remain "independent" of each other, which creates a gap between authenticity and its manifestation in society, in its perception in the collective, mass consciousness. And then the archetype of the Hero begins to incarnate in "gangster Petersburg", and the archetype of the Rebel - in "nationalist Petersburg". It makes no sense to complain about the fact that these "images" are imposed on the city by competitors and ill-wishers, which city officials and law enforcement agencies love to do so much. The city has an "archetypal predisposition" to the manifestation of heroism and rebelliousness, revolutionism. And this predisposition was realized throughout the history of the city. And if today one does not realize the creative direction of these tendencies, does not begin to manage them, using them for development and creation, then they will continue to manifest themselves spontaneously and destructively. You can’t joke with the archetype: either we control the archetype, which means we control the meaning of the brand, or the archetype controls us. At your own discretion. With all the ensuing consequences. Which, in turn, leads to undercreation of the added value of the brand and, accordingly, to a shortfall in profits. So rightly believes Alexander Melnikov.

From all that has been said, we can conclude that territory branding is a necessary and responsible business. In addition to all of the above, the successful promotion of the brand indicates that the administration is not indifferent to the fate and prestige of the region entrusted to it, the ability to build relationships with business, and, therefore, that the region has a chance for development and prosperity.

Territorial branding is aimed at improving the reputation of the territory, increasing the image status, creating positive associations and images among all participants in socio-economic relationships.

The globalization of the domestic economy has led to the fact that marketing has ceased to be the exclusive prerogative of business. Branding of cities, regions, territories is becoming a tradition that ensures victory in the competition for spheres of influence, attracting investments and labor resources, infrastructure development.

City branding has become a topic of increasing concern, as this trend is developing dynamically and entails a lot of benefits, both economic and political.

Russian market trends

The practice of territorial branding is widespread abroad. On the Russian market regional branding has just begun to develop, so those administrative units that are already seriously engaged in their promotion program have every chance to make a qualitative upgrade from being dependent on the federal budget to creating a sustainable socio-economic infrastructure.

Branding of cities in Russia has its own characteristics.

The understanding that the attractiveness of a territory in the perception of target audiences is a key moment on the way to its development has come, but not everyone knows how to achieve an increase in interest and attention from investors, guests, and even residents of a particular region.

Our company considers the branding of Russian cities as a multifaceted global project that merges themes dictated by the internal characteristics of the territory, but taking into account the possibility of their extroversion to the outside world.

To obtain the maximum result, the city administration needs to clearly understand what tools are used for region branding and what benefits should be expected from it.

Purpose of branding

Branding the region allows you to solve certain problems. Their circle is determined at the initial stage of the process and is further projected onto all significant elements.

On a global scale, branding of Russian regions changes the overall positioning of territories, thus improving the impression of their administrative organization.

If we consider the territorial branding of the city in particular, then it will allow us to solve those problems that have not yet been solved either through financial injections from the state or through administrative management.

Stop the outflow of residents, attract tourists, interest investors and businessmen, increase the amount of state financial support - these are just a few of the tasks that territory branding helps to solve.

To date, this process is a requirement of the time, which is dictated by increasing competition between the territorial units of Russia.

The development of the city brand begins with the definition of the “image of the desired future”, while analyzing all aspects of the life of this territorial unit. Based on the results of the research, the territorial branding of the city is built, the ideological concept of which reflects real prospects and values, as well as its unique appearance.

In the process of developing the brand of the city, we are increasingly focusing on the desires and interests of the younger generation, since it is they who will “reap the benefits” of the territorial identity.

We are firmly convinced that the branding of Russian regions, "torn off" from the future, the foundation of which is built on outdated dogmas and mottos, is doomed to failure in advance. To achieve the revitalization of provincial territories, it is necessary to invest in their brand concepts and values ​​that are directly aimed at the younger generation. And they, to a greater extent, are associated with the opportunity to work and earn.

In the process of developing the concept of the city, we determine the priority areas that will be further synthesized into a visual image. It is necessary to ensure that it is understandable and valuable for all target audiences, which is why the creation of a city brand precedes a long preparatory stage of research and expertise.

The development of the concept of the city is colored by high responsibility for the final result. The generated brand should become not just a visiting card, but a vivid image that evokes associations with certain values ​​and ideas promoted in a given territory, which would be intuitively associated with financial and social self-sufficiency.

The specialized approach that our company demonstrates, whether it is the creation of a city brand or regional branding, allows us to cope with the complex tasks of promotion and development with maximum effect.

Territorial branding is the prerogative of professionals, requiring versatile knowledge in the field of marketing and management.

Specific factors that affect regional branding are the geographical location of the territory, its geopolitical status, natural and resource potential, and national and cultural characteristics.

By carrying out the territorial branding of the city, we achieve the construction of a pronounced positive image, which will become the most important factor in its competitiveness and development, financial and resource enrichment of the region as a whole.

Territory Brand Formation as a Development Resource municipality"Zonalnenskoye rural settlement"

Faculty of Engineering and Economics Specialty: 080111 Marketing Department of Marketing and Crisis Management Coursework Territory branding

Student of group 3v70 "____" _____________ 2010 Karnysheva A.V.

_______________ (signature) Supervisor Associate Professor, Ph.D. "____" _____________ 2010 SelevichT.S. _______________ (signature) Tomsk 2010 CONTENTS INTRODUCTION

In the context of the global economic crisis, municipalities, due to their dependence on state subsidies, are faced with a lack of funding and a forced transition to independent development. Formation of a brand for a certain territory is often a resource for its effective functioning and development, which, in turn, contributes to the solution and prevention of many management problems. In the conditions of fierce competition among the regions for the inflow of investments, skilled labor, environmentally friendly production, improving the image and investment attractiveness of the region becomes an increasingly urgent problem. The steps taken in this direction are non-systemic in nature and, as a rule, do not comprehensively solve the problem. First of all, this is due to the lack of theoretical developments, on the basis of which it would be possible to develop a strategy for the development of the municipality, as well as convenient and reliable tools to support the development and implementation of such a strategy.

Also, in a rapidly changing economic and social situation, both in the municipality and beyond, an increasingly urgent task for the successful development and implementation of branding of the territory is the adoption of sound and timely management decisions aimed at increasing the attractiveness of the territory, strengthening and developing a positive investment dynamics. This requires the development and implementation of a long-term concept for the integrated development of the economy and social sphere municipality. And big role here plays the brand of attractiveness of the territory, aimed at increasing the attractiveness of this territory for a person, by developing special features that guarantee the competitive advantages of this territory. A city, region, area that is attractive to investors, tourists and residents as a repeater of the city's brand, actively using all types of resources available to it, is a commodity on the territory market. Thus, we begin to understand the brand of territories as its originality, originality associated with positioning among similar territories.

Currently, the development and solution of the problems of territory branding is becoming relevant. The latter is reflected in the organization of scientific conferences, seminars, in the decisions of municipal governments to pursue a policy of creating a positive brand of urban settlements. In this area, there are well-known developments in reputation management of territories (A. Pankrukhin, I. Oleinik, A. Lapshov), in the image of regions (L. Stepnova, G. Pocheptsov, I. Arzhenovsky, E. Bogdanov, V. Zazykin) Branding activity has become the subject of analysis of many foreign experts in the field of market research and consumer behavior: Berman B., Baudrillard J., Deyana A., Drucker P., Kotler F., Morris R., Hayem A., Evans J.

The purpose of this work is to identify the features of the attractiveness brand as a territory branding strategy. To achieve this goal, it is necessary to solve a number of tasks:

- reveal the essence of territory branding and its main components;

- determine the place and importance of attractiveness branding in territory marketing;

- identify the main components of attractiveness branding and their features;

For the authorities, it can be very useful to analyze the potential directions for the development of the competitive advantages of the territory, the improvement of which will give the entire management process additional incentives for development.

Chapter I. The history of place branding

1. Historical forms of territorial advancement

Although the term “place branding” only appeared in the 21st century, the phenomenon has existed for centuries. Retrospectively, we can evaluate the processes of gaining popularity in a particular area from the point of view of modern brand production. Perhaps, consideration of the evolution of approaches to branding places will prompt new ideas for current projects.

Territory branding is a strategy for increasing the competitiveness of cities, regions, regions, geographic zones and states in order to conquer foreign markets, attract investors, tourists, new residents and skilled migrants. Place branding is aimed at overcoming the shortage of tangible and intangible resources in the region, it is based on the idea of ​​conveying to the general public the idea of ​​the uniqueness of the territory. Place branding is not the same as place marketing and not the same as public diplomacy, but place branding projects use the tools of both disciplines. But do not forget that the actions of a person to promote a territory as a brand began many years before even the very definition of “Brand of Territories” appeared.

Since ancient times, people have intuitively engaged in what we would now call territory marketing and branding. In an effort to create favorable conditions for attracting resources, they intuitively used certain promotion strategies that can be thematically divided into religious and secular.

The promotion of the city through the creation of a religious center made it possible to attract pilgrims, and an increase in the number of church employees was accompanied by the creation of an appropriate infrastructure. In the novel "Baudolino", the medievalist Umberto Eco wrote: "Baudolino understood that decent relics could change the status of the city, make it the goal of countless pilgrimages, transform the parish church into a mausoleum." And so it happened, for example, in the 11th century, pilgrims rushed to an unremarkable place in Monaco when the relics of St. Devota appeared there. The local authorities understood what they owed prosperity to: when in 1070 the captain of the Florentine ship Antinop tried to steal the relics from the chapel, his ears and nose were cut off, and his ship was burned. Similar processes took place in Russia, the holy relics collected donations and attracted believers. For example, after the death of the youngest son of Ivan the Terrible, Tsarevich Dimitri in 1591, pilgrims rushed to the place of his burial in the Uglich church in honor of the Transfiguration of the Lord. It was believed that many healings were performed at his tomb.

Cities known under the brand of university cities also have a religious genesis, since initially universities were created on the basis of monasteries that were centers of education. For example, Oxford was first mentioned in writing in the Anglo-Saxon Chronicle in 912 due to the fact that the monastic monastery Frideswide was located in its place, and the first university in the UK in Oxford was founded in 1117 precisely in order to give the clergy more complete education. Later, the university began to attract students and professors, their service created jobs and increased the incomes of the local population.

Here we are dealing with the evolution of the brand content: if in the Middle Ages the Oxford monastery served as a place of pilgrimage, then with the growing prestige of education, Oxford University became such a place.

The secular specialization of cities primarily affects trade. In the Middle Ages, fairs not only attracted merchants, but also served as entertainment centers - street performers and fortune tellers flocked to them. The fair in Antwerp, Holland, for example, gained immense popularity after the Duke of Brabant granted free trade rights in the city to English, Venetian and Genoese merchants in the 10th century. That is, the brand of the territory did not arise spontaneously, but as a result of the well-thought-out economic actions of the duke. After that, the city began to develop intensively and by the 12th century became a center of crafts and one of the largest trading ports in Northern Europe.

In Russia, fairs were held in places most visited by the surrounding population, that is, near churches and monasteries. Monasteries sometimes received the right to keep all or part of the fair and trade duties, so they attracted sellers and buyers in every possible way. All this led to the fact that merchants settled near monasteries, cities arose. It is to the monasteries that Zhizdra in the Kaluga region, Sergiev Posad in Moscow and Tikhvin in the Novgorod regions owe their appearance.

In the 16-18 centuries, the basis for the marketing positioning of the regions was laid, which determined the current image of the territories. For example, in the 18th century, the history of porcelain production began in the German Meissen and the British Wedgwood. Vologda lace-making dates back to the 16-17th centuries, and the history of Ivanovo chintz and Gzhel ceramics dates back to the 18th century. Arising in tsarist Russia brands immortalized the names of the territories in folklore: the proverb “they don’t go to Tula with their own samovar”, the song “Orenburg downy shawl”. In these cases, place branding has become a by-product of creating quality products. That is, porcelain is primary, and Meissen is secondary. It would be an interesting task to understand why, for example, Meissen porcelain and Murano glass have become place branding factors, and in 95% of similar cases, unique products are not associated with the area.

1. From brand to territory.

Structured approach to place branding

Often the territory gave its name to the goods produced on it (champagne, cognac, Palekh caskets, Zhostovo trays), but it also happened vice versa. For example, the city of Gus Khrustalny in the Vladimir region owes its name to a glass manufactory created on the site of the city on the Gus River in 1756. On its basis, the Gusev Crystal Factory was created.

More often in the names of countries and cities there are ideological brands. For example, in 1847, American settlers in Africa declared the independence of the Republic of Liberia, whose name comes from the word liberty - “freedom”. The capital of Brazil, the city of Brasilia, is named after the country and symbolizes victory in the long struggle for the independence of the state.

Ideological names were also popular in the USSR. For example, the name of Komsomolsk-on-Amur, formed in 1932, emphasized the participation of Komsomol members in the construction of the city. In 1952, the city of Kimovsk was formed in the Tula region, from the abbreviation KIM - the Communist International of Youth. The cities built from scratch and renamed were Sovetsk (Kaliningrad, Kirov and Tula regions), Krasnoarmeysk (Moscow and Saratov regions), Krasnoznamensk (Kaliningrad and Moscow regions).

The establishment of a bipolar world order after World War II and the aggravation of the Cold War led to the development of a direction closely related to branding - in 1965, the American diplomat Edmund Gallion first used the term "public diplomacy" to refer to government efforts to promote national interests abroad through direct interaction with the population of another state. Gallion associated the term with the activities of the United States Information Agency (USIA), whose work was described by the American journalist Fred Kaplan in Slate magazine on March 15, 2005: “All over the world they had cultural representations, where libraries operated and where outstanding lecturers came. Their Voice of America radio network broadcast news and jazz concerts behind the Iron Curtain - and distributed tens of thousands of radios for free throughout Russia for people to hear. Willis Conover's jazz program on VOA - and a series of State Department-sponsored jazz concerts in the USSR and throughout the Third World - conveyed a powerful, compelling image of American freedom and (somewhat ill-conceived) racial equality." Kaplan writes that in the 90s he met Russians in Moscow more than once, whose attitude towards the United States was once and for all shaped by the concerts of Dizzy Gillespie and Louis Armstrong, heard on the Voice of America. Here we are dealing with ideologized political branding through mass culture.

The first attempts to systematize marketing programs for the regions arose in the West in the second half of the 20th century as a result of the acceleration of globalization processes interrupted by two world wars and the economic crisis. On the one hand, globalization gave the regions new economic opportunities that were the result of decentralization. On the other hand, one of its consequences was a “race to the bottom” (the term race to the bottom was first used by US Supreme Court Justice Louis Brandeis in 1933) - a decrease in state regulation, social security and trade restrictions, leading to an exacerbation of poverty.

In the 1990s, research on area marketing emerged, most of which was based on the assertion that areas, like companies, sell products and services, which may include investments, tourism, locally produced goods, and so on. In 1993, the first edition of Philip Kotler, Donald Hyder, and Irving Rein's landmark book Territory Marketing: Attracting Investment, Industry, and Tourism to Cities, States, and Countries, was published. This work for the first time clearly substantiated the use of marketing as a mechanism for the comprehensive promotion of territories.

In the 1990s, the practice of place marketing became mainstream. In many countries, agencies began to appear to promote the image of territories. For example, one of the pioneers of branding, Wally Olins, founder of Wolff Olins and co-founder of Saffron Brand Consultants, who worked on behalf of a number of cities and countries to develop their brands, considers Spain's rebranding program to be a role model. Back in the 1980s, this country, which had not completely rid itself of its post-Franco image, was considered underdeveloped. Since the 1992 Olympics in Barcelona, ​​the government of the country has implemented a successful rebranding campaign, and the country has been promoted in a comprehensive manner, all its components: from business entities and resorts to modern cultural phenomena (cinema in the person of Pedro Almodovar, the club island of Ibiza). The country's logo was a sun disk created by the artist Joan Miro.

But the stories of failures are much more eloquent than successful projects, they illustrate the technology of the process. The attempt to rebrand the United States ended in failure. In 2001, a month after the September 11 attacks in New York, Charlotte Beers, head of the Ogilvy & Mather advertising agency, was appointed US Under Secretary of State for Public Diplomacy, her task was to rebrand America - to create a positive image of the country in the world, primarily in Muslim countries. . At her previous job, in an advertising agency, Beers' successes included, among other things, campaigns to promote Hoover vacuum cleaners and Uncle Ben's rice. Secretary of State Colin Powell, commenting on Beers' appointment in the Senate, said: appoint someone who knows how to sell. We're just offering a product. We need someone who can make America a brand again." The mistake was that Bierce did not include the US as a product in the context of the target audience: cultural, social, political, economic, moral, sacred.For example, before the invasion of Afghanistan, the Americans urgently had to come up with a new name for the operation , which was originally called “Unlimited Justice.” The name outraged the Muslim allies of the United States: in their opinion Only Allah has infinite justice.

In 2002, Simon Anholt, one of the world's leading branding specialists, first used the phrase "place branding" as a term. Anholt became the main developer of an integrated, diversified approach to place branding, as opposed to a specialized, focused on one aspect (for example, tourism). Anholt created the concept of competitive identity, presenting it in the form of a hexagon, which shows the six elements of a modern territory brand: tourism, export brands, politics, business and investment, culture, people.

1. Territory branding in the former USSR

Decay Soviet Union made the former republics face the need to search for a new identity, and here the question arises of the criteria by which the effectiveness of territory branding campaigns can be measured. The task of agencies is greatly simplified by the fact that all experts in the field of place branding recognize that it is possible to speak about the success or failure of a campaign only in the long term, and, for example, ten years is not enough time to judge the success of a state brand.

In 2002, active branding of Estonia began, the purpose of which was, first of all, the country's entry into the European Union. An authoritative agency was invited to implement the campaign, and the media wrote that the cost of the project was about $1 million. The immediate goal of the campaign was achieved - in 2004 the country joined the EU. But other classic branding goals – attracting investment, tourists and skilled migrants, improving the living standards of the population, and so on – have not been achieved in the long term. The lack of investment can be judged by the fact that in 2009 Estonia's GDP fell by 14.1%, showing one of the worst results of GDP dynamics in the world. During the same year, industrial production in the country fell by 26.5%, with a larger drop only in Botswana. In July 2009, the Estonian Postimees wrote that, according to forecasts, in seven to eight years the share of the working-age population will decrease by 100,000 people. At the same time, in the first quarter of the crisis year of 2009, Belarus' GDP grew by 1.1%, although the state does not implement a country branding program.

An interesting branding attempt was made by the authorities of Tajikistan, choosing a unique basis for the brand of the Yaghnob Valley. It was decided to build the image of the region on the idea of ​​the standard purity of the ethnic group of the Yaghnobis inhabiting it, their anthropological and cultural integrity, preserved since ancient times. The developers of the development strategy of the valley set themselves the goal of giving impetus to the advancement of the region, giving it the status of a natural and ethnographic park and using such forms of industrial, infrastructural and socio-cultural development that would have a minimal impact on both unique natural objects and elements of ethnic culture. , language, traditional way of life of the Yaghnobis.

In the 21st century, the authorities of Russian cities have realized the advantages of territory branding. For example, the Ulyanovsk region has chosen the image of the territory of the demographic revival. In 2007, the governor of the Ulyanovsk region, Sergei Morozov, for the first time announced the annual regional action “Give birth to a patriot on Russia Day”, and September 12 was officially declared a day off - the authorities proceeded from the fact that in order for a child to be born on Russia Day, it must be conceived on September 12. A family in which a child is born on June 12 is presented with a UAZ-Patriot car. The tradition has taken root: as of January 14, 2010, 716 pregnant women expressed their desire to take part in the action "Birth a Patriot on the Day of Russia."

Andrey Stas, one of the leading Russian researchers in the field of territory branding and CEO consulting company Stas Marketing Partners believes that there are only two successful place branding projects in Russia - the cities of Myshkin and Suzdal. In the case of Myshkin, which is located on the banks of the Volga along the route of cruise ships, the tour operators simply agreed to moor at the Myshkin pier. The city realized that tourists like the atmosphere of a county town frozen in time, and began to create emphatically provincial museums. Since 1996, the city has hosted the Mouse Festival. As for Suzdal, according to Stas, he simply successfully used his historical image and the tourist infrastructure created in the Soviet era. To attract tourists, the city has come up with its own holidays, for example, Mermaid Week, Bird Day and Cucumber Day, which are mainly financed by the hotel business.

1. Branding in the Information Age

A satiated post-industrial society is experiencing a fashion for vintage, and again, as in the Middle Ages, holy relics become an effective tool for promoting territories. For example, in January 2006, the Turkish Foundation of St. Nicholas sent a request to the authorities of the Italian city of Bari to return to Turkey the relics of St. Nicholas the Wonderworker, stolen by the crusaders in 1087, promising otherwise to file a complaint with UNESCO. And the French Lourdes in the 20th century became one of the most visited cities in Europe thanks to the holy relics. In February 1858, in Lourdes, according to legend, the Virgin Mary appeared to the fourteen-year-old local resident Bernadette Soubirous. Bernadette later testified about 18 more apparitions. In 1933, she was canonized under the name of Saint Bernadette. Since then, up to five million pilgrims come to Lourdes every year.

A developed and profitable branding industry could not have arisen in a pre-information society. Why did the resorts of Baden-Baden, Bat, Borjomi become popular brands in the 18-19 centuries? It can be assumed that basically the information was passed from mouth to mouth, through acquaintances, in salon conversations. No campaign will work without the media these days: in 2001, before the US invasion of Afghanistan, 7,500 radios were dropped into the country from helicopters and distributed to the population as part of a failed campaign by Charlotte Beers to create a renewed US brand in Muslim countries.

In a separate category, brands can be distinguished that arise without any effort on the part of the territories themselves. This is, firstly, branding through works of art and art. Sherlock Holmes fans flock to London's Baker Street, Beatles fans flock to Liverpool's Penny Lane, and one of Verona's most visited attractions is Juliet's Balcony. Secondly, these are cities that accidentally and against their will found themselves close to historical events - for example, in 1969, the American town of Woodstock refused to host a rock festival, fearing that too many people would come. As a result, the festival was held 40 miles from Woodstock, but the name of the town has become a legendary brand.

Several conclusions can be drawn from all that has been said. First, branding differs from quasi-branding in that the results of a branding campaign can be measured, while the authors of quasi-branding projects lull customers with the promise of long-term results. This is logical: in the information society, it is easier to convince the client that the problem is solved than to solve the problem.

Territory branding provides great opportunities if approached correctly. Almost every place has historical prerequisites for emphasizing territorial identity, you just need to know the history in order to identify them, and the methodology of the process in order to develop them.

And, finally, thirdly, a rare Russian city can boast of a successful and vivid example of its own branding. Of course, the practice of developing logos and corporate identity for Russian cities exists. But so far, unfortunately, the brands of Russian cities cannot compete with their foreign counterparts. The reason for this is by no means the lack of agencies that can professionally perform such a task. The main reason is the poorly developed and not well-established communication between the authorities and agencies, as well as the lack of a unified approach to creating and strengthening the city's brand.

Chapter II. Theoretical Foundations of Territory Branding

1. The concept and essence of the territory brand

For the most complete and in-depth study of the branding of the attractiveness of the territory, as well as to determine its components, it is necessary to analyze the potential directions for the development of the competitive advantages of the territory, the improvement of which will give the entire management process additional incentives for development.

What is a brand? Brand is:

name, term, sign, symbol or any other characteristic that would identify a product or service as distinct from other products;

the sum of all characteristics, tangible or intangible, that makes the offer unique;

a set of perceptions in the mind of the consumer;

an asset associated with a name or symbol that adds value to that already offered to the consumer by the underlying product.

A territory brand is not much different from a commercial brand. It has its own essence, attributes and values. However, it is a more complex marketing unit.

A territorial brand is a brand of a country, region, city, municipality, which is an important factor in the promotion of a territory, based on the political, economic, socio-cultural potential of the territory and natural and recreational resources, as well as brands of goods and services localized in a certain geographical area.

The relevance of creating a territory brand lies in the fact that in the current socio-economic conditions, municipalities cannot develop, as they used to, using mainly the real sector of the economy for this. Now municipalities are faced with the problem of the competent use of intangible sources to continue self-development and receive additional income.

The novelty of creating a territory brand lies in the fact that we propose building a territory brand as the most appropriate method for solving this problem. The development of a territorial brand basically involves the creation within the territory and sending to the external environment of certain messages, which must be appropriately received, understood and, to a certain extent, processed by the recipients in order to trigger response experiences and actions from the outside.

Accordingly, the brand of the territory is created by someone and is aimed at influencing someone. That is, it is possible to distinguish the subjects participating in the branding process and brand consumers.

In connection with the indicated specifics, such a complex tool as a territory brand can become one of the most significant resources for the development of a municipality.

The subject of branding is the initiator and direct participant in the formation of the brand of the territory.

The subjects of formation of the brand of the territory include:

- regional and municipal authorities,

- regional media,

- public organizations,

- business structures and their associations,

- sports, cultural, scientific and educational institutions

- individuals, inhabitants of the given territory.

All of them, one way or another, contribute to the development of the territory, and the unification of the efforts of the listed entities and their joint activities is an important condition for the effectiveness of the territorial brand.

The object of branding is a certain territory: country, region, city, municipality.

The subject of branding is the distinctive features and competitive advantages of the territory, through the correct use of which the brand of the territory is created.

Consumers of a territorial brand are the target audiences on which the impact exerted by the brand is directed.

They can be roughly divided into two groups:

a) external:

- bodies and representatives of the federal government,

- investors,

- qualified personnel,

- "external" mass media (international and federal);

b) internal:

- residents of the territory (can be divided into narrower groups depending on the specific tasks of a particular event).

branding laws.

Of the many branding laws that apply to brands of companies, goods or services, we have identified the most important ones and adapted them for territory branding.

1. Law of originality: The most important aspect of a territory brand is its originality, that is, the presence of an original idea or concept that provides branding.

2. The Law of Narrowing: A brand becomes stronger by shrinking the spotlight and focusing on one narrow segment, which is the core of the territory brand.

3. The Law of Distribution: The real power of a brand lies in the identification of a territory with some area of ​​public life. A brand that jumps from sphere to sphere does not achieve success, and the territory itself thus loses its distinctive features and uniqueness.

4. Law of fame: the birth of a brand is achieved by publishing information about it. The brand must attract the attention of popular media.

5. Law of Advertising: To maintain brand awareness, advertising is needed.

6. The Law of Authenticity: A key element to the success of any brand is its authenticity. Trust in the brand is based on the perception of it as something real, true.

7. The law of time: a brand of a territory cannot be built in one day, it is a rather lengthy process that requires consistent actions and summing up intermediate results.

8. The law of change: the specifics of the territory brand can be changed, but only if the initial branding concept did not justify the investment and there are grounds for creating a fundamentally new brand.

The brand of the territory should be formed both for external and internal audiences, and these two components are interconnected: only by creating a positive image of the territory for its inhabitants, one can count on success in promoting the brand.

1. Creation of a territory brand as a basis for attracting investments

To solve large-scale tasks, the possibilities of the village budget are not enough, therefore, it is necessary to attract the resources of several budgets - federal, regional, municipal, financial resources of investors.

We have the ability to complete the tasks of innovating the economy, attracting investments to the territory and modernizing society as a whole.

Territory branding directions

Sociocultural direction:

It represents the intangible capital of the territory, which is used primarily in the formation of the brand. There are two main components in this direction:

1) The geographical position of the territory, recreational resources, landscape, ecological state of the environment - all this contributes to attracting investments for the development of the territory.

2) Historical and symbolic capital. The historical capital fills the territory with unique meanings and images. A territory with a rich past lends itself much faster to branding due to the actualization of this historical heritage in the present. Of particular importance are not only historical events, but also myths, legends, historical figures related to this territory.

Economic direction:

Represents the economic advantages that the branded territory has. In this direction, two main components can also be distinguished:

1. Firstly, it can be favorable economic conditions - competitive advantages and production resources of the territory, as well as unique opportunities for conducting economic activities to attract investment, created precisely in this territory.

2. Secondly, these are the benefits that an entrepreneur can receive as a result of using the brand of this territory. These include not only the uniqueness that goods and services acquire, but also additional investments in the development of intangible assets obtained through the brand of the territory.

Political direction building a brand in the area of ​​policy that could contribute to the formation of the brand. One of the most important is the image of the political leader of the territory. The personal image of a political leader consists of two parts.

1. The first is related to its internal policy in the legislative and administrative sphere, which is of the least interest in brand building.

2. The second includes foreign policy, competence and leadership position in the problems of the supra-regional level, participation in the events of the supra-regional level, interaction with significant political figures. These events help to update the territory in the information space, which contributes to the creation of a brand.

Territory branding tools

1) Strategic tools are aimed at forming a kind of brand core, taking into account the main characteristics of the territory, using the following techniques:

- determination of the development strategy of the territory, which establishes priority areas for development, based on an analysis of the socio-economic, political situation, cultural and scientific potential, geographical location;

2) Symbolic tools represent a certain set of visual ways of influencing brand consumers. These include:

- creation of a unified style and design of the main attributes of the territory (flag, coat of arms and other significant symbols);

- release of advertising and informational and souvenir products, designed in similar stylistic solutions;

- Creation of an official bilingual (at least) Internet portal representing the territory.

3) Advertising tools: dissemination of information about the territory through advertising addressed to brand consumers and aimed at drawing attention to the object of advertising (territory), generating or maintaining interest in it and promoting it in the external environment. For this it is used:

- advertising in the press (newspapers, magazines, brochures, etc.);

- advertising on the Internet (official website of the territory, interaction with various information portals);

- television advertisement .

4) PR tools - a set of brand promotion activities based on providing the public with information about the characteristics of the territory and cooperation with it by involving in joint activities:

- formation and consolidation of a clear positive image of the head of the territory;

- updating not only the political leader, but also those public figures or historical figures with whom the territory is strongly associated;

- organization of events and special events (competitions, exhibitions, festivals, conferences, sports events);

- access of the territory to the federal and international level with the presentation of its achievements (participation in exhibitions, presentations, etc.);

- development and promotion of local brands of goods and services;

- Active cooperation with other municipalities. [ 16]

1. Territory branding stages

There are 5 stages of creating a territory brand

I. Preparatory stage:

1. Selection and definition of branded territory.

2. Identification of a potential customer for the development of a territory brand project (local governments, authorities and management of a subject of the federation, a city-forming enterprise).

II. Analytical stage:

1. Analysis of the external environment and the prerequisites for branding the territory:

- collection of information on territorial branding;

- study of existing brands of the territory and the tasks that they perform;

- identification in the external environment of the need for a specific brand of the territory;

- the socio-economic situation in the external environment as a whole, which determines the demand for the brand of the territory.

2. Analysis of the potential of the territory, assessment of its current state and highlighting key points:

- features of the historical development of the territory;

- location of the territory, landscape;

- administration of the territory, governing bodies and their activities;

- arrangement of the territory (equipment with significant objects);

- architectural and cultural space of the territory;

- the main branches of economic activity;

- production and technical resources possessed by the territory;

- residents of the territory (socio-demographic indicators).

III. Design:

1. Setting goals and objectives for territorial branding.

2. Development of a strategy for using the advantages of the territory to achieve the goals.

3. Development of a territorial-functional structure for working on a territory brand.

4. Development of infrastructure and innovative projects to promote the territory.

5. Development of a program for creating a territory brand:

- selection of participants and branding partners;

- action plan;

- activities;

- mechanisms for launching the program;

- terms of implementation.

6. Preparation of options for state support and collection of necessary documents to obtain state (municipal) support for territorial branding.

IV. Implementation:

1. Presentation of the territorial branding program for interested parties.

2. Obtaining municipal (state) support.

3. Approval of the branding program at the municipal and other levels of government.

4. Establishment of a special authority for branding the territory.

5. Direct consistent implementation of the branding program.

V. Evaluation stage:

1. Periodic summarizing the results of certain activities for branding the territory.

2. Evaluation of the effectiveness of the territory brand.

- recognition of the territory, its presence in the information space;

- attention to the territory and the frequency of calls to it from the external environment;

- the number of investments and new projects attracted to the territory;

- the number of people attracted to the territory: tourists and new residents;

- assessment of the activity of the territory at all levels of government.

Tasks of this work:

1. identify the features of the municipality;

2. consider the structure, laws and stages of territory branding;

1. Four mistakes of territory branding

The word "branding" has already become fashionable in the offices of officials at various levels. Civil servants started talking seriously about the branding of territories - districts, cities and regions. I must say that this is justified: in recent history there have been many cases when a change in the perceived status of a territory, a repositioning of a geographical object, made it possible to obtain many benefits. However, these examples are almost completely foreign, and Russia as a whole has nothing to brag about. Nevertheless, even the poor Russian experience still allows specialists in the field of territory branding to draw certain conclusions, and professionals to avoid the most common mistakes. In the Russian experience, there are four main mistakes in territory branding. And most people who study this topic in more detail can confidently say that conclusions will be drawn very soon. Misconception #1: “Branding = brand attributes.” “At the suggestion of narrow-minded brandologists, the delusion that a brand is a logo, name, corporate identity or other attributes (identification symbols) has taken possession of the minds of decision makers. And now the authorities of Perm ordered a corporate identity in the studio of Artemy Lebedev. In the footsteps of Perm went and neighbors - the authorities of Donetsk. There is no doubt that the result will be zero. And the point is not even that Lebedev's studio is not engaged in branding, but in some kind of irrational belief in a miracle. And miracles in laws big numbers does not happen” Victor Tamberg. Most likely, the governing authority of any of the branded territories is pleased to think that if you change your name from "Vasya" to "Isabella", then those around you will love you more. But for this to happen, you need to at least change men's clothes to women's and put on makeup. And even better, at the same time and change the floor. But for some reason, as soon as they begin to draw a parallel with the branding of the territory, this no longer amuses anyone, but the fact remains: branding is a tool for serious infrastructural changes. And from changing the name in the absence of changes in the necessary areas, the attitude towards the city or other territorial object will not change, but will cause bewilderment or jokes. However, such an approach for specialists looks more like a curiosity. However, even more serious approaches are often based on misconceptions. Misconception #2: “The brand of the city is of interest to everyone.” The lack of a clear theoretical base breeds misconceptions, one of which is that the brand is nice and good for everyone. However, even from a marketing standpoint, this is nonsense. A brand exists only in the “product-consumer” space, and since consumers in a city can be quite different, the interests of these consumer groups can be opposite to each other. And the universal development of a city or region is nonsense. The two main audiences of consumers of a territorial brand - tourists and business - have opposite goals and, as a rule, it is not possible to combine them. Business needs a different infrastructure and other conditions than tourists. According to Viktor Tamberg: "Crossing a hedgehog with a snake gives two meters of barbed wire only in jokes, but in practice the interests of one person win." As an example of the application of this misconception in its work on branding the territory, Ukraine allowed. Mariupol has long been known as a resort. But lately this city has been actively developing as a logistics and metallurgical center of Ukraine. The result is one of the first places in terms of industrial emissions, unfavorable ecology and a polluted central beach, which indescribably "pleases" another audience - city residents. But the region is a financial donor. But high investment attractiveness and credit ratings and the rest had to give up. You always need to choose the audience for which you have to work. And naturally, you need to move from the audience to the strategy. Misconception #3: “Brand strategy = image building.” In the field of this delusion, confusion reigns, how many people have so many opinions. If we ignore all sorts of inappropriate initiatives of the authorities outside the marketing context in general (to proclaim Pskov the capital of Maslenitsa, for example), then even the very understanding of brand strategy is often flawed. A brand strategy is a communication strategy aimed at forming an opinion about a city or other territorial entity. But territory is a very broad concept. One abstract image will not get off here, and even the approach of superficial embellishments does not work here. The city is perceived in its entirety and the presentation is made up of a mass of nuances. To reiterate: branding should be the core of infrastructural change, and the path of empty declarations does not work. As an example of a terrible and incompetent choice of branding and image building strategy, many experts cite St. Petersburg, which in fact has always been a brand or a city with its own image (the first city visited by tourists). In 2005, the city authorities engaged BCG (Boston Consulting Group) to develop a brand strategy for St. Petersburg. For a "modest" amount of half a million dollars, figures from the BCG issued recommendations to make the image of the city more "warm", "friendly". The 5-5-5 program meant in 5 years to enter the 5 most visited cities in Europe and receive 5 million foreign tourists annually. The slogans "Genius pure beauty and friendly warmth. The authorities rolled up their sleeves and got to work. And a lot was done - the City Marketing Agency was opened, the construction of hotel infrastructure was actively supported, sometimes more was spent on the promotion of St. Petersburg abroad than on the promotion of Russia (150 million rubles against 137 million rubles in 2007). It is too early to sum up the results, but the preliminary results are disappointing. The number of hotel rooms has almost doubled. But the occupancy of hotels in the off-season fell by 40-50% (December 2009). According to Evromonitor, St. Petersburg has fallen from 25th to 48th place in the world mountain attendance ranking. And the main increase was given by domestic tourism, which BCG was not considered as an uninteresting direction. Only in 2010, when those visiting the city on ferries received the right to a visa-free visit for 3 days, the flow of foreign tourists increased. Until that time, business visits and even guest workers were also considered “foreign tourists” - it was necessary to somehow show the result. And this is with regards to an already existing strong brand (it is foolish to doubt that St. Petersburg is a brand). Only real changes and concrete actions work. Branding is a much broader concept than just creating some kind of "image" of the city. And more right strategy- not one that implies some cosmetic changes, but a profound change in many aspects of the territory. Misconception No. 4: "Foreigners will help us." The previous example perfectly shows one of the main "Westernizing" delusions of the authorities - the desire to attract foreign specialists. However, Russia is no exception here - they tried to brand both Lithuania and Estonia in a similar way. And just as unsuccessful. There are many such “animators” in the world who are able to fool the local authorities with beautiful paraphernalia. But my opinion here was formed a long time ago and has not undergone significant changes: Western “stars” of branding understand negligibly little about territory branding, and all their track records are explained for the most part by proximity to Eurofunds and other budget development schemes. However, local specialists understand complex objects in branding no more, but they have a significant advantage: they at least feel the local cultural context, which plays a huge role in the brand. And the "Varangians" from afar are deprived of even this. Hence the mediocrity of St. Petersburg branding, and future examples of wasted money by the authorities and other cities. However, this is generally a property of the Russian mentality - to believe that somewhere out there, in the West, there are some “real” specialists capable of miracles, but it turns out that miracles do not happen in this world. There is only scrupulous and serious work at all levels, which leads to a result. Chapter III. Formation of the brand of the territory of the municipality "Zonalnenskoye rural settlement"

1. General characteristics of the settlement

The purpose of the practical part of this term paper is - the development of branding the territory of the Zonalnensky rural settlement and municipality in order to attract investment. From 01.01.2006 with the entry into force of Federal Law No. 131 of 06.10.2003. “On the General Principles of Local Self-Government in the Russian Federation” and on the basis of the Law of the Tomsk Region No. 241-03 of November 12, 2004. “On granting the status of a municipal district, a rural settlement and establishing the boundaries of municipalities on the territory of the Tomsk region”, the Zonalnenskoye rural settlement was formed (Article 2, Clause 4 of the Law). Consider General characteristics and socio-economic potential of the municipality "Zonalnenskoe rural settlement" (see APPENDIX). The structure of the Zonalnensky rural settlement currently includes 2 settlements. The name of the settlements, their distance from the center of the district and the city of Tomsk, as well as the number of inhabitants and the number of households as of 01.01.2010 are given in the table below: Main technical and economic indicators master plan rural settlement. The main part of the territory of the Zonalnensky rural settlement, according to the territorial division, borders on the Bogashevsk rural settlement, the Mirnensky rural settlement, and the city of Tomsk. The fact that the territory of the settlement is located on the border of the city of Tomsk favorably affects the economic and investment potential of the settlement.

1. Socio-economic potential of the municipality

"Zonalnenskoye rural settlement" Federal Law No. 131-FZ "On the general principles of organizing local self-government in the Russian Federation" provides for the formation of independent budgets in rural settlements. How efficiently and competently the budgets of municipalities will be executed will largely determine the stability of the activities of local authorities. The main activities of the administration in 2010-2012. to replenish the budget of the settlement is: - collection of taxes from the shortfalls; - collection of payment for housing rent from the population; - collection of funds for the lease of municipal property; - collection of funds for leasing the communal infrastructure of housing and communal services. In general, the budget of the Zonalnensky settlement for 2009 in terms of income amounted to 9727.8 thousand rubles, in terms of expenses - 9727.8 thousand rubles. But the development of local governments is impossible without the socio-economic development of the territories, therefore, in 2007, the Program for the Socio-Economic Development of the Municipal Formation "Zonalnenskoye Rural Settlement for 2007-2012" was adopted, which was adopted by the Council of the settlement on 29.08.2007 Decision No. 115 / 1 . One of the main activities of local governments is the reform of the housing and communal sector, therefore, in 2007, the “Program for the Comprehensive Development of the Communal Complex of the Zonalnensky Rural Settlement” was developed for the settlement. The provision of housing and communal services to the population in the settlement is currently carried out by OOO Zonalnoye +. In total, on the territory of the settlement there are: - one boiler house for gas fuel (in the settlement of Zonal station); - 10325 running meters of heating networks; - 6.9 km of the water pipeline in the settlement of the Zonal Station and 1.4 km in the village of Pozdneevo; - 12 wells (11 in the settlement of the Zonal station, 1 in the village of Pozdneevo); - 5 water towers (4 in the settlement of Zonal station, 1 in the village of Pozdneevo); - 5.4 km of sewer networks, all in the settlement of Zonalnaya station; - 122.1 thousand square meters of housing are served: A decision was made to include the settlement in the regional program "Clean Water". Installed on the wells "mini" treatment facilities that reduce the percentage of iron in drinking water. It is necessary to preserve socio-cultural complexes and cultivate a sense of love for the native land, to protect cultural traditions. The following cultural institutions are located on the territory of the rural area: - House of Culture in the settlement of Zonal Station (10 people working), in which three amateur art groups are engaged, including one folk group, two theater studios and other groups; - library; - school of arts. In 2009, 1321.3 thousand rubles were spent on the development of culture. The Program for the development of physical culture and sports among the population is successfully implemented on the territory of the settlement. So at present, two physical instructors work on the territory of the settlement. For development physical culture and sports in 2009, about 500.0 thousand rubles were spent, including 125.0 thousand rubles for the purchase of sports equipment. The economy of a rural settlement is represented by production and personal subsidiary plots of citizens. On the territory of the settlement are located:

• 2 agricultural enterprises (CJSC "Agrotechovoshch"), in the product range - potatoes, vegetables and canned vegetables and the Zonalny feed mill - produces 8 types of feed;
• 1 food industry enterprise - Vegus LLC - for the production of meat and sausage products, produces 60 types of sausage products "in the Zonal Station settlement;
• 1 government agency– Branch of the Federal State Institution “Rosselkhoztsentr” in the Tomsk region, which controls the quality of seeds for sowing, develops preparations for protecting plants from diseases and pests;
• 1 enterprise engaged in folk crafts - the cooperative "Berezka" for the manufacture of products from birch bark, manufactures products for export, has its own network of stores in the city of Tomsk and the region.
• 25 enterprises retail food and non-food groups of goods;

The housing stock of the rural district is 122.1 thousand square meters. of housing, of which 73.5 thousand square meters (60.2%) are fully equipped apartments, 41.6 thousand square meters (34.1%) are semi-comfortable and 7.0 thousand square meters ( 5.7%) - poor housing, incl. dilapidated housing 600 sq.m. Forest plantations gravitating towards the settlements of the Zonalnensky rural settlement are assigned to the second group of forests - the operational zone. Of the total volume, 0.4 thousand cubic meters were allocated for heating needs. hardwood, 0.2 thousand cubic meters. m for the repair of housing and outbuildings, 1.1 thousand cubic meters. m for the construction of individual residential buildings. Issued logging tickets 1.1 thousand cubic meters. m of wood for coniferous farming. The length of public roads is 22.6 km, the length of paved roads is 8 km. A regular bus service has been established for all settlements with the district (regional) center. On the territory of the settlement there are 1 artificial reservoir and 1 natural reservoir (a pond near the village of Pozdneevo), which can serve as a place for recreation for the population. It should be noted the favorable geographical location of the Zonal settlement. The Zonalnensky rural settlement is located in the zone of influence of a nuclear and radiation hazardous facility - the Siberian Chemical Combine (SKhK). However, due to the favorable wind rose, the territory of the settlement is not particularly susceptible to the negative impact of the chemical plant. The radiation situation in the territory of the settlements of the Zonalnensky settlement, compared to previous years, should gradually improve as a result of natural processes of self-purification of the natural environment, as well as as a result of the shutdown of three reactors at the SCC and a decrease in radiochemical production.

1. Formation of the brand of the territory as a resource for the development of the municipality "Zonalnenskoye rural settlement"

In part 2.3. “Stages of territory branding” of this work, we said that there are 5 stages of creating a territory brand. Let's consider these stages in relation to the Zonalnensky rural settlement.

On the stage preparatory phase the branded territory is identified - this is the municipality "Zonalnenskoye rural settlement". The potential customer for the development of the territory brand project is the Administration of the Zonalny rural settlement. At the stage of the analytical stage, an analysis of the external environment and the prerequisites for branding the territory is carried out, which can be reflected in the SVOT analysis: It is impossible to collect information on territorial branding and study the existing brands of the territory and the tasks that they perform in our conditions, because .to. there are no analogues for determining the brand of the territory of a particular branding object. Identification in the external environment of the need for a specific brand of the territory, which can be selected from the description of the external environment of the branding object. In our case, one of the following criteria can be chosen as the branding object:

• Favorable geographical location (proximity to the regional center and good background radiation);
• Creation of conditions for the development of small business;
• Attracting investors for the construction of cottage-type housing;
• Attracting investors for the construction of sports facilities;
• Construction of the microdistrict "Stepanovskiy" by TDSK.

If we consider them separately, and then in aggregate, we can identify the brand of the territory - the construction of mid-rise buildings in a favorable for living, ecologically clean area - in the Zonalnensky rural settlement. As for the socio-economic situation in the external environment as a whole, which determines the demand for the brand of the territory, this will be the attraction construction organizations(external investors). Analysis of the potential of the territory, assessment of its current state and highlighting key points is indicated in section 3.2. “Socio-economic potential of the municipal formation “Zonalnenskoe rural settlement” At the design stage, the goals and objectives of territorial branding are set - to ensure the inflow of investments into the territory of the settlement, ensuring the attractiveness of the territory as a territory marketing strategy. To achieve this goal, it is necessary to solve a number of tasks for the economic development of the settlement. The needs of the population and certain strategic goals development of the Zonalnensky rural settlement (improving the quality of life of the population; increasing the level of income of the population; ensuring the safety of the population; ensuring healthy lifestyle life of the population) - all this allows you to create a brand of the territory of the Zonalnensky rural settlement. At the same time, the activities of the administration of the settlement should be aimed at achieving high level security of residents, to improve the quality of life of the population and the safety of living in the territory. To do this, it is necessary to work towards the development of the economic potential of the settlement, i.e. to increase the income of the settlement and at the same time organize fair interbudgetary relations. It is also necessary to strengthen control over how taxes are collected and constantly control what the taxable base consists of (if only from the money of ordinary villagers, and entrepreneurs and enterprises are looking for loopholes, then this needs to be changed). In order to develop the economy in the settlement, it is necessary:

• create a favorable investment climate for those who want to securely invest their financial resources to our projects and land resources;
• using federal and regional small business support programs to create enterprises for the new business community;
• create a Council of Entrepreneurs in the settlement, provide it with the support of the administration;
• to form a comprehensive program to enter federal and regional programs strategic planning and to adjust the program of socio-economic development of the settlement until 2015;
• ensure information openness of the administration's activities for all residents;
• ensure equal access for entrepreneurs to the municipal order during competitions and tenders;
• develop innovative projects to advance the territory.

At the stage of developing a territory branding program, it is necessary to select participants and branding partners, and an action plan should also be developed to determine the brand of the territory. Such partners can be both external and internal partners who are interested in a positive result when the program is put into action - these are the Head of the settlement, specialists from among the administration employees who will collect the initial data for design, media representatives, representatives from higher executive and representative authorities and, finally, consumers of the end product of the territory's brand. At the evaluation stage, it is necessary to periodically evaluate the intermediate results of carrying out certain activities to brand the territory. The effectiveness of a territory brand can be assessed by considering it from different perspectives. Thus, a territory brand will be effective if it corresponds to:

• recognition of the territory, its presence in the information space (i.e., according to the developed brand, others will know that the Zonalny settlement is comfortable for living in it);
• attention to the territory and the frequency of calls to it from the external environment - the cost of land plots for the construction of residential buildings will increase
• the number of investments and new projects attracted to the territory - now about 5 large Tomsk and Novosibirsk companies are ready to start building a cottage-type residential complex and a large sports center);
• the number of people attracted to the territory: tourists and new residents;
• assessment of the activity of the territory at all levels of government.

Therefore, as a funding mechanism target program public-private partnerships should be used. At the same time, on the part of the territorial authorities, a fund should be used as a source of financing, which is formed at the expense of deductions to the budget from commercial structures using the name of the territory in their name. Based on the foregoing, it can be determined that the consumers of branding the territory of the Zonalnensky rural settlement are: 1. Investors - external consumers. 2. Residents of the settlement - domestic consumers. The subjects of territory branding are land resources and geographical features of the location of the Zonalnensky rural settlement. Branding items attract branded consumers to the territory. In conclusion, it can be determined that the formed brand of the territory, as a resource for the development of the municipal formation "Zonalnenskoye rural settlement", determined the mission, vision and result for attracting investments to the territory of the settlement: settlement. 2. Vision: To bring the Zonalny settlement to a new level - the leader among the settlements of the Tomsk region and the Tomsk region. 3. Outcomes: We are ready to participate and cooperate in everything in order to organize a prosperous life in our settlement. CONCLUSION In the modern world, any territory (country, region, municipality) competes with other territories for attracting consumers in the form of the population (labor resources), investors, etc. In the conditions of constant growth of competition, equalization of economic conditions in different territories, the marketing of the territory, its image and brand come to the fore when comparing geographical areas that are approximately equal in terms of economic and residential conditions. Therefore, at present, it is necessary to purposefully develop the image of the territory of the settlement, the formation of its own brand, which determine the investment attractiveness of the area. Location branding is understood as branding that considers the territory as a whole as an object of attention and promotion, carried out both inside and outside it, and aimed at creating, developing, effectively promoting and using the competitive advantages of this territory in its interests, in the interests of its internal , as well as external entities in cooperation with which it is interested. Attractiveness branding is a strategy aimed at increasing the attractiveness of a given territory for a person, its humanization by developing special features that guarantee the competitive advantages of this territory. When it comes to a territorial brand - a brand of a country, region or municipality, then it is not entirely correct to talk about its value, and, consequently, about brand capital in its classical sense. The fact is that the brand of the territory cannot be sold. Therefore, the territorial brand does not have the exchange value that commodities have that can be exchanged for other commodities or money. But it is logical to assume that a territorial brand creates additional value for consumers, which allows goods and services produced in a territory with a well-recognized brand to be sold at higher prices than in a lesser-known territory. The activities carried out by the local self-government of the settlement should be open, accessible to the public and take into account the opinions of the population living in the territory of the settlement, it is this approach that is demanded by the administration of the Zonalny settlement when developing a territory brand. When developing a brand, it is advisable to assess the potential of a territory in a comprehensive manner, i.e. simultaneously take into account the following components: The economic situation in the territory; The social situation in the territory; The political situation in the territory; resource base; Ecology of the territory; level of infrastructure development; Legislative framework (opportunities for doing business, security, guarantees); Cultural and historical heritage, the mentality of the inhabitants of the territory. The economic situation in the region includes taking into account such macroeconomic indicators as the volume and qualitative composition of exports and imports, the balance foreign trade operations region, region's GRP, GDP, region's budget deficit/surplus, average salary level, cost of shopping basket, etc. The social situation in the region includes the level of crime, life expectancy, mortality and birth rates, and the level of education of the population. The political situation in the region includes political stability, including the relationship between the executive and legislative authorities, the image of the administration and the legislature, the presence / absence of reactionary political forces, and staff turnover among the top management of the regional administration. Resource base: availability of minerals, availability of cheap electricity; and the availability and quality of human resources. When evaluating human resources it is necessary to take into account the level of education of the population and the situation on the labor market (surplus or shortage of labor). The ecological situation in the region, this component is of great importance not only for the inhabitants of the region and visitors, but also becomes one of the determining parameters in the decision to build / support individual enterprises in the region. Environmentally unsafe enterprises have a negative impact on the image of the region and indirectly hinder the development of "clean" production. The level of infrastructure development implies the presence and degree of development of roads and railways, the level of development public transport, the availability and status of airports, hotels, cafes, the work of law enforcement agencies and social services, etc. The level of infrastructure development is very important for all target groups of buyers of services and products of the territory. The legislative base reflects the degree of protection by the laws of each of the participants in the branding of the territory, as well as the legal possibilities for the realization of their goals. A developed legislative framework should regulate all aspects of the activities of each of the participants in the territory marketing, while not allowing a multilateral interpretation of legislative acts. On the one hand, the legislative framework should guarantee the maximum degree of protection for the activities of all participants, and on the other hand, provide maximum opportunities for the conduct and development of such activities. The cultural and historical heritage and the mentality of the citizens inhabiting the territory are the determining parameter in decision-making by the first group of target buyers of the territory's services - visitors. 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A single definition of the brand has not yet been formed. Philip Kotler has about 80 definitions of the concept of "brand". Several designations from various theorists and practitioners are given below.

“Brand is a name, term, sign, symbol or design, as well as combinations thereof, which are intended to identify the goods or services of one seller or group of sellers and to distinguish them from the goods and services of competitors.” Most countries use this definition, proposed by the American Marketing Association (eng. American Marketing Association). This definition is followed by D. Aaker, F. Kotler, and other well-known experts in the field of marketing.

“A brand is not a thing, a product, a company or an organization. Brands don't exist in the real world - they're mental constructs." A brand is best described as the sum total of a person's experience with a thing, product, company or organization. Brands exist in the form of consciousness or specific people, or society.

"A brand is a set of utilitarian and symbolic values ​​designed to meet the functional, social, psychological, economic and other needs of the consumer."

"A brand is a set of perceptions in the consumer's imagination".

"A brand is a compelling long-term promise of quality, service and value backed by product testing, repeat purchases and user satisfaction."

Interbrand Company, international agency, engaged in the creation, management and valuation of the brand, whose clients at various times have included PricewaterhouseCoopers, Compaq, Deutsche Telekom, British Airways, American Airlines, Shakhtar, Juventus and Rubin football clubs, defines a brand as “the sum of all explicit and implicit characteristics that make the offer unique.

According to D. Knapp, “a brand is the accumulated sum of all impressions received by consumers and users, formed in their minds on the basis of perceived emotions and functional benefits” .

A successfully created brand increases the value of the product, gives it recognition and increases consumer confidence.

Branding is the process of creating and developing a brand, the main way to differentiate products, a tool for promoting products to the market and creating a long-term relationship with consumers. In short, branding is a set of successive measures aimed at creating a holistic and consumer-demanded image of a product or service.

It is not surprising that the idea and practice of branding goods and services began to spread at the end of the 20th century to territories - countries, regions and cities. Initially, territory branding appeared for commercial purposes and mainly developed in two directions - tourism and export of goods.

In the 1990s, Simon Anholt, one of the world's leading experts in the field of place branding, first used the phrase "place branding" as a term. He became one of the developers of a new integrated approach to place branding, as opposed to a specialized, focused on one aspect (for example, tourism).

Seppo Rainisto suggested that place branding be understood as the promotion of places as platforms for business development and the opening of investment agencies in them. The main factors for the success of territory marketing, according to Rainisto, are:

• planning group (body responsible for planning and implementing marketing practices),
• vision and strategic analysis(a vision of how the territory will look like in the future),
• place identity and image (a unique set of place brand associations that management wants to create and maintain),
• · public-private partnerships and leadership (the ability to carry out complex processes and form an organizing force).

These are the factors that the place can actively influence, they represent the organizational potential of this place.

Michalis Kavaratsis proposed to describe the structure of the city-communication brand with the help of components that have both functional and symbolic meaning. The author divides these components into two groups:

• 1. Unintentional communication - ways of influencing the audience that are not directly related to traditional communication channels. This includes four areas:
  • a strategy for shaping the appearance of the city, landscape (urban design, architecture, public places in the city, folk art and heritage management);
  • · infrastructure projects (projects designed to create a distinct image for transport, communications, culture, tourism and other types of necessary infrastructure);
  • · organizational structure (effectiveness of the city's governing structure, including for the organization of marketing, public-private partnerships, community development networks and citizen participation in decision-making);
  • · behavior of the city (vision of the city by leaders, strategy, financial incentives provided, quality of services, number and type of events organized).
• 2. Intentional communication - official messages that are most often conveyed through well-known marketing techniques such as advertising, PR, graphic design, logos, etc.

Territory branding includes not only communication tools (name of a place, its logo, slogan, etc.), but also the process of improving this place, and the quality of branding should be assessed primarily by the achieved state of the territory and the level of its perception. S. Anholt, A. Markessinis, R. Govers wrote a lot about this.

The topic of place branding is actively discussed in various theoretical monographs, as well as in books covering the practical side of place branding. Also, over the past decades, articles published in the English-language journals Place Branding and Public Diplomacy, Journal of Place Management and Development and Urban management” (Journal of Town and City Management).

In recent years, there have also been many works by Russian authors on territorial branding, in particular on city branding. It is impossible not to mention the books of D.V. Vizgalov "City Marketing" and "City Branding", publications by A.P. Pankrukhina, V.A. Dubeikovsky, A.K. Stasya and others, a collection dedicated to the memory of D. Vizgalov "Let the cities live".

The experience of creating and using existing brands is very important. Each new project requires new technologies in branding and involves the use of new tools. Each new discovery in branding complements all the previous ones. Many cities that strive to create their own brand are losing this battle, while some brands are born unconsciously.

Each created brand has its own depth, level of development. Some cities created a graphic image of their city, which is most often associated with the first letters of its name (and consider the logo to be an already created brand, which is not true!), others drew a colorful beautiful picture, some even voluminous. This approach is more properly called brand design or corporate identity but not by the brand itself. It's like a candy wrapper without candy.

Deeper development requires city brands based on history, mythology of places, anecdotes, iconic places in the urban space. This is where love for the city becomes important. People who create a brand must love their city so that their product is loved by target audiences

City branding is primarily a practice, not a theory. At many conferences, complex beautiful tables are drawn, but often what is theoretically documented is not suitable for reproducing in a new place.