Author: LOGUNTSOVA I.V.
Communicology. 2016. v.4, n.4
LOGUNTSOVA Irina Vyacheslavovna, Candidate of Economic Sciences Lomonosov Moscow State University
Abstract: The topic of national branding has become especially important considering recent economic and political developments in Russia and in the world. Of special interest here are attitudes and opinions of Russian youth and their perception of various aspects of the brand “Russia” (such as the core idea of national brand, support of national tourism, awareness and popularity of local goods and services, etc). Students of Moscow State University were surveyed by the author on this topic in 2011 and in 2016 and this article features comparative analysis of survey results. Key research findings include increasing patriotic feelings of respondents on one hand and recognition of the necessity to change foreign politics and image of Russia from an international perspective on the other hand as a direction for future rebranding of the country.
Keywords: place marketing, place branding, nation brand, image of Russia, national concept of Russia, local brands, regional branding
Text: PDF
Communicology. 2016. v.4, n.4
LOGUNTSOVA Irina Vyacheslavovna, Candidate of Economic Sciences Lomonosov Moscow State University
Abstract: The topic of national branding has become especially important considering recent economic and political developments in Russia and in the world. Of special interest here are attitudes and opinions of Russian youth and their perception of various aspects of the brand “Russia” (such as the core idea of national brand, support of national tourism, awareness and popularity of local goods and services, etc). Students of Moscow State University were surveyed by the author on this topic in 2011 and in 2016 and this article features comparative analysis of survey results. Key research findings include increasing patriotic feelings of respondents on one hand and recognition of the necessity to change foreign politics and image of Russia from an international perspective on the other hand as a direction for future rebranding of the country.
Keywords: place marketing, place branding, nation brand, image of Russia, national concept of Russia, local brands, regional branding
Text: PDF
