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

DOI

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.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the Second International Conference On Economic and Business Management (FEBM 2017)
PB  - Atlantis Press
SP  - 907
EP  - 916
SN  - 2352-5428
UR  - https://doi.org/10.2991/febm-17.2017.122
DO  - 10.2991/febm-17.2017.122
ID  - Bystrova2017/10
ER  -