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 ...
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.
1.
Каледин ...
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: ...
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 ...
The geographical image of Kaliningrad and its branding policy (the case of a sociological survey of the city residents)
... of 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
17-31
Clustering and branding in the Baltic tourist destination
... particular country. In this regard the new approaches in the tourism management become significant. Particular attention is paid to the promotion of cross-border tourism clusters that encourage mutual integration of the neighboring countries. Territory branding in this regard gains new perspectives for implementation.
1. Балтийское море в Германии. URL:
http://www.chaika.ru/lands/nat/13/
(дата обращения: 10.11.2016).
2. Балтийские курорты: отдых ...
