The role of brand ecosystem in solving the tasks of hi-tech product marketing
This article analyses an efficient method of interacting with customer, which is aimed at the successful adaptation of innovations. It is noted that, in hi-tech markets, such interaction with all groups of customers can be carried out through a strong brand, whereas special importance is attached to the creation of the brand’s ecosystem, which would make it possible to offer the customer package solutions and include them into the value added chain.
1. Аакер Д. Создание сильных ...
Identifying Key Stakeholder Groups for Implementing a Place Branding Policy in Saint Petersburg
Regional brands have become a valuable intangible asset and a crucial competitive resource for forging partnerships. An effective place branding policy is impossible without a precise understanding of the interests of stakeholder groups. It is essential to realize ...
Cross-border Cooperation as a Mechanism of Regional Marketing in the Baltic Region
... marketing component of Euroregion development and the implementation of cross-border cooperation projects are considered as key directions of the joint activity of cross-border partner-regions. The authors analyse the opportunity to apply the territory brand model to research on the mechanisms of cross-border cooperation and to the elaboration of an efficient development strategy as a promising direction of further study of the cross-border cooperation and regionalisation phenomena.
The role of International trade in improving the competitiveness of Saint Petersburg
... increasing the city’s competitive ability. This article has theoretical and practical significance for experts studying regional competitiveness, for regional authorities, and the business community.
1. Anholt, S. 2007, Competitive Identity. The New Brand Management for Nations. Cities and regions, London, 128 p.
2. Avraham, E., Ketter, E. 2007, Media Strategies for marketing place in crisis improving the image of cities, countries and tourism destinations, Oxford, 231 p.
3. Bergman, E. M., Feser,...
Representation of the image of Kaliningrad in the names of guided city tours
... University Journal of History], 2 (18), pp. 66—72 (in Russ.).
Hoppe, B., 2004. Fighting the Enemy’s Past: Konigsberg/Kaliningrad as a Place Of Memory in The Post-War Ussr. Ab Imperio, 2, pp. 237—268 (in Russ.).
Kubina, N. E., 2021. Territorial Branding Research: A Strategic Approach to Building a Region Brand. Upravlenie innovatsiyami: vyzovy i vozmozhnosti dlya otraslei i sektorov ekonomiki: sbornik nauchnykh statei po itogam III mezhdunarodnoi nauchnoi konferentsi [Innovation Management: ...
In search of a theoretical framework for factors influencing work and life balance
... efficiency of an enterprise. Intentional or unintentional absence, high employee turnover, low productivity, higher insurance costs, and low job satisfaction are amongst the consequences of work-life imbalance. WLB has also been examined as part of employer branding, which is coming to the fore as shortage of labour prompts organisations to look for strategies for attracting and retaining employees.
This paper carries out content analysis to provide a theoretical framework for WLB and job satisfaction....
The geographical image of Kaliningrad and its branding policy (the case of a sociological survey of the city residents)
... the city is not fully consistent with its development strategy. The findings brought a number of recommendations to promote the image strategy of Kaliningrad.
Emelyanova L. L., Radevich E. G.
city, urban environment, urban planning, image, brand, urban marketing, cultural geography
Rural areas of russia’s north-west borderland: problems and development paths
... resource potential that is sufficient to ensure their sustainable development based on the non-endogenous approach.
Kostyaev А. I.
rural development, functions, multifunctionality, geographical image, image, brand, neo-endogenous approach
The branding of design hotels and hostels: the role of verbal communication
Studying tourism branding as a process of communication requires a thorough analysis of both naming and descriptive texts available through information resources. A well-thought-out strategic platform attracts the target audience and ensures the smooth functioning of ...
Linguo semiotics of the city: cross cultural dimension of place branding
Place marketing and regional branding play an important role in contemporary global interactions. This research attempts to study the urban spatial linguosemiotic potential influencing city brands from the crosscultural viewpoint. The author aims to determine ways of how Russian ...
Linguistic focus of territory branding
The study of territory branding as a part of communicative process requires the detailed analysis of advertising and PR-texts placed on accessible Web-portals. The current study presents a linguistic analysis of means of the territory management optimizing and of defining the ...