Formation of a Territorial Brand Using Example of the Kharkiv Oblast
The article considers the notion, stages of formation of the territorial brand and approaches to the territorial brand positioning. It justifies expediency of the territorial brand formation. It analyses existing approaches to the territorial brand formation using example of the Kharkiv oblast, stud...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Research Centre of Industrial Problems of Development of NAS of Ukraine
2014-03-01
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| Series: | Bìznes Inform |
| Subjects: | |
| Online Access: | http://www.business-inform.net/pdf/2014/3_0/83_94.pdf |
| _version_ | 1819154180889116672 |
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| author | Prytychenko Tamara I. Prokhorova Tetiana P. Rozhko Victor I. |
| author_facet | Prytychenko Tamara I. Prokhorova Tetiana P. Rozhko Victor I. |
| author_sort | Prytychenko Tamara I. |
| collection | DOAJ |
| description | The article considers the notion, stages of formation of the territorial brand and approaches to the territorial brand positioning. It justifies expediency of the territorial brand formation. It analyses existing approaches to the territorial brand formation using example of the Kharkiv oblast, studies Kharkiv city and oblast ratings, reveals perception of the Kharkiv region brand by the target population through a sociological poll, gives recommendations on development of the strategy of the Kharkiv brand positioning and develops measures directed at promotion of the Kharkiv brand. |
| first_indexed | 2024-12-22T15:16:59Z |
| format | Article |
| id | doaj.art-6b97d8a31021475394898ed2f3fded2a |
| institution | Directory Open Access Journal |
| issn | 2222-4459 |
| language | English |
| last_indexed | 2024-12-22T15:16:59Z |
| publishDate | 2014-03-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-6b97d8a31021475394898ed2f3fded2a2022-12-21T18:21:43ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592014-03-0138394Formation of a Territorial Brand Using Example of the Kharkiv OblastPrytychenko Tamara I.0Prokhorova Tetiana P.1Rozhko Victor I.2 Kharkiv National University of Economics Kharkiv National University of Economics Kharkiv National University of Economics The article considers the notion, stages of formation of the territorial brand and approaches to the territorial brand positioning. It justifies expediency of the territorial brand formation. It analyses existing approaches to the territorial brand formation using example of the Kharkiv oblast, studies Kharkiv city and oblast ratings, reveals perception of the Kharkiv region brand by the target population through a sociological poll, gives recommendations on development of the strategy of the Kharkiv brand positioning and develops measures directed at promotion of the Kharkiv brand.http://www.business-inform.net/pdf/2014/3_0/83_94.pdfterritorial brandbrandingpositioning strategybrand promotionlogotype |
| spellingShingle | Prytychenko Tamara I. Prokhorova Tetiana P. Rozhko Victor I. Formation of a Territorial Brand Using Example of the Kharkiv Oblast Bìznes Inform territorial brand branding positioning strategy brand promotion logotype |
| title | Formation of a Territorial Brand Using Example of the Kharkiv Oblast |
| title_full | Formation of a Territorial Brand Using Example of the Kharkiv Oblast |
| title_fullStr | Formation of a Territorial Brand Using Example of the Kharkiv Oblast |
| title_full_unstemmed | Formation of a Territorial Brand Using Example of the Kharkiv Oblast |
| title_short | Formation of a Territorial Brand Using Example of the Kharkiv Oblast |
| title_sort | formation of a territorial brand using example of the kharkiv oblast |
| topic | territorial brand branding positioning strategy brand promotion logotype |
| url | http://www.business-inform.net/pdf/2014/3_0/83_94.pdf |
| work_keys_str_mv | AT prytychenkotamarai formationofaterritorialbrandusingexampleofthekharkivoblast AT prokhorovatetianap formationofaterritorialbrandusingexampleofthekharkivoblast AT rozhkovictori formationofaterritorialbrandusingexampleofthekharkivoblast |