Branding as an identification of the territory potential: insufficiency of constructivist approach
Tatiana Bystrova, Dmitry Kochetkov
Available Online October 2017.
- https://doi.org/10.2991/febm-17.2017.122How to use a DOI?
- brand, urban branding, place branding, city branding, phenomenology of the brand, culture of participation, Russia
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Tatiana Bystrova AU - Dmitry Kochetkov PY - 2017/10 DA - 2017/10 TI - Branding as an identification of the territory potential: insufficiency of constructivist approach BT - Second International Conference On Economic and Business Management (FEBM 2017) PB - Atlantis Press SN - 2352-5428 UR - https://doi.org/10.2991/febm-17.2017.122 DO - https://doi.org/10.2991/febm-17.2017.122 ID - Bystrova2017/10 ER -