Research of Vladivostok’s City Image Characteristics in the Context of its Brand Positioning

DOI

10.2991/iscfec-18.2019.232How to use a DOI?

Keywords

image and city brand, marketing, territory image characteristics.

Abstract

In the context of market economy, territories are challenged to understand their individual characteristics so as to create competitive strengths as a positive image and powerful brand. The research touches upon the problem of the image improvement of Vladivostok, the capital of Primorsky Krai, Russia. The study is based on a marketing approach to define the notions “image” and “brand”. The city’s image characteristics are identified. The characteristics are the opinions of the following groups of people: city residents, people who know about the city from media sources but have not visited the city before, tourists, holidaymakers, and business people. 4500 people took part in the survey. The following positive image characteristics of Vladivostok have been determined: geographic location (sea city, unique flora and fauna, mild climate, warm and sunny autumn, opportunity for long, recreational use), areas near the city which are rich in various bio resources such as wild-growing herbs, fish and sea weeds of all sortsetc., the status of outpost in the Far East and proximity to the Asia-Pacific countries, and dynamic development. The following aspects have negative impact on the image of Vladivostok: environmental problems (air and sea pollution, lack of green space, poor water quality), high prices, poor level of service in hotels and public catering enterprises, uncomfortable urban environment (poor illumination, bad road and staircase conditions, difficulty in finding required places). The practical relevance of the research is the development of guidelines to improve the city image and identifying the approach to building the city brand.

Copyright

© 2019, 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  - N. A. Konopleva
AU  - T. V. Metlyaeva
AU  - L. Y. Falko
AU  - L. A. Melnikova
PY  - 2019/01
DA  - 2019/01
TI  - Research of Vladivostok’s City Image Characteristics in the Context of its Brand Positioning
BT  - Proceedings of the International Scientific Conference "Far East Con" (ISCFEC 2018)
PB  - Atlantis Press
SP  - 1022
EP  - 1026
SN  - 2352-5428
UR  - https://doi.org/10.2991/iscfec-18.2019.232
DO  - 10.2991/iscfec-18.2019.232
ID  - Konopleva2019/01
ER  -