Branding as an identification of the territory potential: insufficiency of constructivist approach
Since the 2000s,branding of cities and territories has attracted greater attention of scientists and practitioners in developed and emerging countries.The results of our study can be divided into two parts,theoretical and practical.First,we derived the theoretical and methodological foundations of urban branding grounding both on theoretical assumptions and empirical Russian material.Then,we described approbation of the project approach.The empirical material supported the hypothesis that the living brand cannot be designed and implemented by external coercion: it is already existing in hidden form in the territory.
brand urban branding place branding city branding phenomenology of the brand culture of participation Russia
Tatiana Bystrova Dmitry Kochetkov
Ural Federal University,Russia Ural Federal University,Russia;Institute of Economics,Ural Branch of the Russian Academy of Sciences
国际会议
上海
英文
907-916
2017-10-21（万方平台首次上网日期，不代表论文的发表时间）