Author: Irina V. Loguntsova
Communicology. 2017. Vol.5. No.4
Loguntsova Irina Vyacheslavovna, Phd Sci. (Econom.). Lomonosov Moscow State University. E-mail: loguntsova@spa.msu.ru
Abstract. Geobranding technology is one of communication components of place marketing which aims to build up familiarity with a specific place (city, region, country, etc.) and its attractive image towards the target audience. In the recent years geobranding has received broad acceptance in our country which is demonstrated by a variety of successfully implemented projects (Sochi 2014, Perm «cultural revolution», Veliki Ustjug, Myshkin, etc.). Key task in this area is training of experts and professionals in the area of place marketing. The article includes a chapter of the new learning material for the bachelors’ academic program «Place Marketing» which is scheduled to be published at the end of the year and which covers main communication channels and promotion instruments in geobranding.
Keywords: geobranding, place marketing, place brand, promotion instruments, communication channels, brand communications
Text: PDF
For citation: Irina V. Loguntsova. Communication channels and promotion instruments in geobranding. Communicology. Vol. 5. No. 4. 2017. P. 119-129 DOI 10.21453/2311-3065-2017-5-4-119-129
References
1. Loguntsova I.V. Specificity of Place Branding in Russia. M., 2013, p.7. (In Russ.).
2. Sachuk T.V. Place marketing. SPb., 2009, p.55. (In Russ.).
3. Romanenkova O.N. Place marketing. M., 2015, 195. (In Russ.).
4. Kotler F., Asplund C., Rein I., Haider D. Marketing Places Europe. How to attract investments, industries, residents and visitors to cities, communities, regions and nations in Europe. SPb., 2005,
p.232. (In Russ.).
5. Dinnie K. City branding. Theory and cases. M., 2013, p.237, p.113. (In Russ.).
6. Anholt S. Brand new justice: the upside of global branding. M., 2004, p.173. (In Russ.).
7. Vizgalov D.V. City Branding. M., 2011, p.130. (In Russ.).
8. Stas A.K. New heraldic. How countries, regions and cities create and develop their brands.
М., 2009, С.91., С.180. (In Russ.).
9. Golubkova E.N. Marketing Communications. M., 2015, p.11. (In Russ.).
10. Blashenkova V. S. 2011. The brand: creation and promotion. M., р.262. (In Russ.).
Communicology. 2017. Vol.5. No.4
Loguntsova Irina Vyacheslavovna, Phd Sci. (Econom.). Lomonosov Moscow State University. E-mail: loguntsova@spa.msu.ru
Abstract. Geobranding technology is one of communication components of place marketing which aims to build up familiarity with a specific place (city, region, country, etc.) and its attractive image towards the target audience. In the recent years geobranding has received broad acceptance in our country which is demonstrated by a variety of successfully implemented projects (Sochi 2014, Perm «cultural revolution», Veliki Ustjug, Myshkin, etc.). Key task in this area is training of experts and professionals in the area of place marketing. The article includes a chapter of the new learning material for the bachelors’ academic program «Place Marketing» which is scheduled to be published at the end of the year and which covers main communication channels and promotion instruments in geobranding.
Keywords: geobranding, place marketing, place brand, promotion instruments, communication channels, brand communications
Text: PDF
For citation: Irina V. Loguntsova. Communication channels and promotion instruments in geobranding. Communicology. Vol. 5. No. 4. 2017. P. 119-129 DOI 10.21453/2311-3065-2017-5-4-119-129
References
1. Loguntsova I.V. Specificity of Place Branding in Russia. M., 2013, p.7. (In Russ.).
2. Sachuk T.V. Place marketing. SPb., 2009, p.55. (In Russ.).
3. Romanenkova O.N. Place marketing. M., 2015, 195. (In Russ.).
4. Kotler F., Asplund C., Rein I., Haider D. Marketing Places Europe. How to attract investments, industries, residents and visitors to cities, communities, regions and nations in Europe. SPb., 2005,
p.232. (In Russ.).
5. Dinnie K. City branding. Theory and cases. M., 2013, p.237, p.113. (In Russ.).
6. Anholt S. Brand new justice: the upside of global branding. M., 2004, p.173. (In Russ.).
7. Vizgalov D.V. City Branding. M., 2011, p.130. (In Russ.).
8. Stas A.K. New heraldic. How countries, regions and cities create and develop their brands.
М., 2009, С.91., С.180. (In Russ.).
9. Golubkova E.N. Marketing Communications. M., 2015, p.11. (In Russ.).
10. Blashenkova V. S. 2011. The brand: creation and promotion. M., р.262. (In Russ.).
