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Urban Studies
Reference:

Technology of development of the city brand (on the example of Angarsk urban district)
Polyushkevich Oksana Aleksandrovna

PhD in Philosophy

Docent, the department of State and Municipal Administration, Irkutsk State University

664011, Russia, Irkutskaya oblast', g. Irkutsk, ul. Lenina, 3, kab. 216a

okwook@mail.ru
Другие публикации этого автора
 

 
Borisova Yuliya Vladimirovna

PhD in Economics

Docent, the department of Government and Municipal Administration, Irkutsk State University

664003, Russia, Irkutsk, Lenina Street 3, office #216a

julia661@mail.ru
Другие публикации этого автора
 

 
Popova Marina Vladimirvona

Educator, the department of State and Municipal Administration, Irkutsk State University

664003, Russia, Irkutsk, Lenina Street 3, office #107

marina_popova1990@list.ru
Другие публикации этого автора
 

 

Abstract.

The subject of this research is the technology of creating a city brand. The work considers the theoretical insights existing in the world and Russia that reveal the tasks, technologies and tools of territorial branding. The article gives a systematic development strategy (of the tasks set in the beginning of research) and their practical implementation (through the developed brand concepts) of a concert municipal formation (Angarsk urban district). The authors describe the key idea of Angarsk brand and the form of its implementation in the practice of municipality, business representatives and city residents. The main result of this work consists in combining the theoretical scheme, set tasks and practical implementation of the development of city brand in practice of the municipality. The value of this work lies in the step-by-step analysis of technological task card, which allows obtaining the desired product – the city brand concept based on representations of the residents, existing eidetic memory of the city, forms and mechanism of application of such phenomenon in the course of city development.

Keywords: promotion technology, model development, promotion tools, development strategy, city image, image, territorial development, brand, city concept, city slogan

DOI:

10.7256/2310-8673.2017.4.24022

Article was received:

28-08-2017


Review date:

28-08-2017


Publish date:

16-01-2018


This article written in Russian. You can find full text of article in Russian here .

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