Marketing Communications in Territorial Brand Promotion: The Regional Aspect

Abstract

Branding has become one of the most powerful ways to develop territories. Branding tools increase recognition and attractiveness, as well as help territories to compete for the end consumer in highly competitive industrial markets. The main research purpose was to identify such effective marketing communications tools that will ensure the promotion of the ecological resort region. The article reveals the relevance of marketing communications in the development of territory branding. It names new popular marketing communications tools that need to be included in the regional development strategy and in the strategy for building a territorial brand. The analysis of available research on “brand” and “territorial brand” categories allows formulating the copyright definition of the territory brand notion. The authors underline the importance of a wide range of audiences, which should become the target of activities aimed at building the brand of the territory. The cases of the most successful territorial brands identified during the implementation of geo-branding practice in Russia have been considered. The analysis of research literature results in emphasis on errors leading to failures or to a zero result in the implementation of strategies for creating and promoting the brand of the territory. One of the Russian regions, the Stavropol Kray, has become the case for estimating the current state of branding and for identifying the potential for creating a successful geo-brand. The article singles out the main factors that influence the success of an eco-resort region brand, including its development and growth, creativity, attractiveness of the territory, support and control. The authors make conclusions on the importance of marketing communications in creating a strategy for forming a territory brand.