CREATION AND PROMOTION OF REGIONAL BRANDS AND TRADEMARKS OF LOCAL PRODUCTS AS AN IMPORTANT FACTOR OF FORMING A POSITIVE IMAGE OF ALTAI REGION

  • Valery Mishchenko Altai State University (Barnaul, Russia) Email: ikmischenko@mail.ru
  • Valentine Lyakisheva Altai State University (Barnaul, Russia) Email: vova_new@mail.ru
  • Inna Dobrynina LLC "Alterra" (Barnaul, Russia) Email: dobrynina_inna_28@mail.ru
DOI_disc_logo https://doi.org/10.14258/epb201936
Keywords: regional brand, image of the territory, management, trademark, competitiveness, expert opinion

Abstract

Currently, one of the important tools for socio-economic development and successful positioning of the Altai Territory is the formation and effective promotion of its image. The study of expert views and analysis of the opinions of a number of respondents allow us to conclude that the image that has developed in the minds of consumers, the associations and sensations that arise in the process of real or virtual communication, for example, with territorial affiliation, industry, and specific products and services produced in the region, allow us to identify its among many other regions. The study showed that it is necessary to purposefully create vibrant regional brands that contribute to the formation of a positive image of the territory. This process requires the systematic work of authorities with the involvement of marketers, economists, specialists in the field of management, advertising, public relations, representatives of the business community, and others with authority and professional knowledge in various fields of experts, as well as the media and the active population.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

References

Беляев В. И., Бочаров С. Н., Горянинская О. А., Малахов Р. Г. Маркетинг территорий: методология и методы обоснования стратегических решений развития регионов: монография. Барнаул: Изд-во Алт. ун-та, 2015.

Котлер Ф. Основы маркетинга. Краткий курс. М.: Вильямс, 2007.

Лавров А. М., Сурнин В. С. Реформирование экономики: региональные аспекты. Часть 2. Региональ­ный маркетинг и тенденции его развития. Кемерово, 1994.

Панкрухин А. П. Маркетинг территорий. СПб.: Питер, 2006.

Дусь Ю. П., Мищенко В. В., Щербаков В. С. Анализ основных факторов, оказывающих влияние на ре­гиональную конкурентоспособность // Региональная экономика: теория и практика. 2017. Т. 15. Вып. 4.

Домнин В. Н. Брендинг: новые технологии в России. СПб.: Питер, 2002.

Иванов А. А. Брендинг: учебное пособие. Комсомольск-на-Амуре: ФГБОУ ВПО «КнАГТУ», 2013.

Белоусов В. М., Губнелова Н. З. Бренд региона как аспект его экономической идентичности // Крым­ский научный вестник. 2016. № 6 (12). С. 50-64.

Важенина И. С. О сущности бренда территории // Экономика региона. 2011. № 3. С. 18-23.

Лякишева В. Г., Добрынина И. Ю. Имидж Алтайского края: влияние региональных брендов на уровень социально-экономического развития территории // Экономика. Профессия. Бизнес. 2017. № 4. С. 42-48.

Добрынина И. Ю., Лякишева В. Г., Мищенко Вал. В. Развитие территориально-производственных кластеров и продвижение региональных брендов как основа инновационной модели экономического развития и улучшения имиджа Алтайского края // Актуальные вопросы функционирования экономи­ки Алтайского края: сборник статей / под ред. В. В. Мищенко. Вып. 10. Барнаул: Изд-во Алт. ун-та, 2018. С. 34-44.

Краснов С. В., Лякишева В. Г., Добрынина И. Ю. Формирование имиджа городского округа — г. Бар­наула Алтайского края: теория и практика, история и современность // Алтайский Вестник государствен­ной и муниципальной службы. 2018. № 16. С. 9-19.

Томенко заявил, что туристический бренд Алтайского края «раскручен недостаточно» [Электрон­ный ресурс]. URL: https://altapress.ru/turizm/story/tomenko-zayavil-chto-turisticheskiy-brend-altayskogo- kraya-raskruchen-nedostatochno-238844/ (дата обращения: 17.03.2019).

REFERENCES

Belyaev, V. I., Bocharov, S. N., Goryaninskaya, O. A. & Malakhov, R. G. (2015) Territory marketing: methodology and methods for substantiating strategic decisions for regional development: a monograph. Barnaul: Publishing House Alt. University (in Russian).

Kotler, F. (2007) Fundamentals of marketing. Short course. Moscow: Publishing House “William” (in Russian).

Lavrov, A. M. & Surnin, V. S. (1994) Reforming the economy: regional aspects. Part 2. Regional marketing and development trends. Kemerovo (in Russian).

Pankrukhin, A. P. (2006) Territory Marketing. St. Petersburg: Peter (in Russian).

Dus, Yu. P. Mishchenko, V. V. & Scherbakov, V. S. (2017) Analysis of the main factors influencing regional competitiveness. Regional Economics: theory and practice. Vol. 15. Issue 4, 4 (in Russian).

Domnin, V. N. (2002) Branding: new technologies in Russia. St. Petersburg: Peter (in Russian).

Ivanov, A. A. (2013) Branding: study guide. Komsomolsk-on-Amur: FSBEI HPE “KnAGTU” (in Russian).

Belousov, V. M. & Gubnelova, N. Z. (2016) Brand of the region as an aspect of its economic identity. Crimean scientific herald. 6 (12), 50-64 (in Russian).

Vazhenina, I. S. (2011) On the essence of the brand territory. Economy of the region. 3, 18-23 (in Russian).

Lyakisheva, V. G. & Dobrynina, I. Yu. (2017) Image of the Altai krai: influence of regional brands on the level of social and economic development of the territory. Economics. Profession. Business. 4, 42-48 (in Russian).

Dobrynina, I. Yu. Lyakisheva, V. G. & Mishchenko, Val.V. (2018) Деуе1оршепг of territorial production clusters and promotion of regional brands as a basis of innovative model of economic development and improvement of image of the Altai territory. In: Mishchenko, V. V. (eds.) Actual issues of the functioning of the economy of the Altai Territory. Issue 10. Barnaul: Publishing House Alt. University, 34-44 (in Russian).

Krasnov, S. V. Lyakisheva, V. G. & Dobrynina, I. Yu. (2018) Formation of the image of the urban district — Barnaul of the Altai territory: theory and practice, history and present time. Altai Bulletin of the State and Municipal Service. 16, 9-19 (in Russian).

Tomenko said that the tourism brand of the Altai territory “is not well promoted.” URL: https:// altapress.ru / turizm / story / tomenko-zayavil-chto-turisticheskiy-brend-altayskogo-kraya-raskruchen- nedostatochno-238844/(date of the application: 17.03.2019).
Published
2019-09-09
How to Cite
1. Mishchenko V., Lyakisheva V., Dobrynina I. CREATION AND PROMOTION OF REGIONAL BRANDS AND TRADEMARKS OF LOCAL PRODUCTS AS AN IMPORTANT FACTOR OF FORMING A POSITIVE IMAGE OF ALTAI REGION // Economics Profession Business, 2019. № 3. P. 69-75. URL: http://journal.asu.ru/ec/article/view/epb201936.
Issue
No 3 (2019): Экономика Профессия Бизнес
Section
ЭКОНОМИЧЕСКИЕ НАУКИ

Economics Profession Business is a golden publisher, as we allow self-archiving, but most importantly we are fully transparent about your rights.

Authors may present and discuss their findings ahead of publication: at biological or scientific conferences, on preprint servers, in public databases, and in blogs, wikis, tweets, and other informal communication channels.

Economics Profession Business (EPB) allows authors to deposit manuscripts (currently under review or those for intended submission to EPB) in non-commercial, pre-print servers such as ArXiv.

Authors who publish with this journal agree to the following terms:

 

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).