REPUTATION, IMAGE, BRAND: CREATION AND USE IN PRACTICE OF STRATEGIC MANAGEMENT OF COMPANIES AND TERRITORIES

  • Victor Ivanovich Belyaev Altai State University Email: belyaevvi@mail.ru
DOI_disc_logo https://doi.org/10.14258/epb201953
Keywords: strategy, strategic management, reputation, image, brand, regional product brand, image of an organization, brand of an organization, image of a territory, brand of a territory

Abstract

The article is devoted to the development and marketing justification of strategies for the growth and development of enterprises, territorial entities (cities, territories, regions) using such categories as reputation, image, brand. These categories are considered in the article in relation to goods, companies, territories. The article substantiates the existence of a meaningful relationship between regional product brands and the image of territories. To develop the image of the territories, it is proposed to use the mechanism for registering appellations of origin for regional product brands. The promotion of such goods to other territorial markets will advance the consciousness of local consumers and the name of the locality of origin of the goods, shape and strengthen the image of the territory. This is proposed to be used in the development and justification of strategies for the growth and development of territories. Their implementation will contribute to economic growth and the development of territorial entities.

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Published
2020-03-06
How to Cite
1. Belyaev V. I. REPUTATION, IMAGE, BRAND: CREATION AND USE IN PRACTICE OF STRATEGIC MANAGEMENT OF COMPANIES AND TERRITORIES // Economics Profession Business, 2020. № 1. P. 16-27. URL: https://journal.asu.ru/ec/article/view/epb201953.
Issue
No 1 (2020): Economics Profession Business
Section
ЭКОНОМИЧЕСКИЕ НАУКИ

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