Proceedings of the Second International Conference On Economic and Business Management (FEBM 2017)

Branding as an identification of the territory potential: insufficiency of constructivist approach

Authors
Tatiana Bystrova, Dmitry Kochetkov
Corresponding Author
Tatiana Bystrova
Available Online October 2017.
DOI
https://doi.org/10.2991/febm-17.2017.122How to use a DOI?
Keywords
brand, urban branding, place branding, city branding, phenomenology of the brand, culture of participation, Russia
Abstract
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.
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Proceedings
Second International Conference On Economic and Business Management (FEBM 2017)
Part of series
Advances in Economics, Business and Management Research
Publication Date
October 2017
ISBN
978-94-6252-423-1
ISSN
2352-5428
DOI
https://doi.org/10.2991/febm-17.2017.122How to use a DOI?
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  -