BRANDING OF A TERRITORIAL COMMUNITY AS A MECHANISM FOR FORMING LOCAL IDENTITY AND A FACTOR OF COMPETITIVENESS
DOI:
https://doi.org/10.34132/pard2021.13.04Keywords:
territories, UTC, brand, branding, local identity, brand book, competitivenessAbstract
The article examines the relationship between the branding of the territory in the newly united territorial communities (hereinafter UTC) and the formation of the local identity of the UTC as a factor of its competitiveness.
The definition of the concepts “brand” and “branding”, which are offered by domestic and foreign scientific schools, is given. It has been proved that branding of the UTC territory is a kind of strategy aimed at improving the image of an administrative-territorial unit in order to attract investors, tourists, businessmen. The functions of the brand of the UTC territory concerning the user (identification, personalization, guarantee, simplification of the solution and satisfaction) are highlighted and it is indicated that the effective promotion of the brand depends on the investments made in its initial promotion, first of all, in informative advertising.
It has been proved that local identity, as a place of residence, a territory that has certain differences, characteristics, and becomes a brand, and branding is a mechanism aimed at uniting local communities living on the territory of the UTC, forming an idea of the own identity of this territory. In the article, the brands of individual territories of communities are defined as local brands that characterize the mentality of the local population, its proximity to cultural and historical traditions, which is due to natural-geographical, economic, historical and socio-cultural factors. The emphasis is made on the use of the logo and other visual attributes of the community brand to strengthen local identity, that is, the self-identification of individuals with the local community, based on the cultural and psychological unity of the population. The brand of the UTC territory is a tool for implementing the development strategy of society, since it accumulates the interests of its population, investors, business, government, and, thus, acts as a factor of competitiveness.
References
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17. Morozova, E. V. (2008) Lokalnaya identichnost: formy aktualizatsii i tipy Politeks [Local Identity: Forms of Actualization and Types]. № 4. 299 s. [in Russian].
18. Nagornyak, T.L. (2014) Brending teritorіy u suchasnikh polіtichnikh praktikakh [Branding of territories in modern political practices]. №3. S. 53-58 [in Ukrainian].
19. Nansi, Zh.-L. (2009) Neproizvodimoye soobshchestvo [Unproductive community]. 208 s. [in Russian].
20. Pavlova, I. O. (2017) Brendynh obiednanykh terytorialnykh hromad Pivdennoho rehionu [Branding of the united territorial communities of the Southern region] Visnyk Odeskoho natsionalnoho universytetu. Seriia: Ekonomika. T. 22, Vyp. 12. S. 199-203. Retrieved from: http://nbuv.gov.ua/UJRN/Vonu_econ_2017_22_12_45 [in Ukrainian].
21. Pro zatverdzhennia Prohramy rozvytku turystychnoi haluzi mista Mykolaieva do 2023 roku. Rishennia. № 2/17 vid 24 hrudnia 2020 [About the statement of the Program of development of tourist branch of the city of Mykolaiv till 2023. Decision № 2/17 of 24 December 2020]. Retrieved from: https://mkrada.gov.ua/documents/35171.html [in Ukrainian].
22. Rezultaty opytuvannia shchodo zatverdzhennia lohotypu Bashtanskoi obiednanoi terytorialnoi hromady [Results of the survey on the approval of the logo of the Bashtan united territorial community]. Retrieved from: https://bashtanskaotg.gov.ua/storage/static-pages/documents/8f1fd9abd6cb99aaf636fe173652e86d.pdf [in Ukrainian].
23. Rozrobka lohotypu – vazhlyvyi etap dlia uspikhu OTH [Logo development is an important step for OTG success] Retrieved from: https://bashtanskaotg.gov.ua/news/rozrobka-logotipu--vazhlivi-etap-dlya-uspihu-otg [in Ukrainian].
24. Samoshkina, I.S. (2008) Territorialnaya identichnost kak sotsialno-psikhologicheskiy fenomen: avtoref. dis. ... kand. psikh. nauk: 19.00.05. [Territorial identity as a socio-psychological phenomenon: author's abstract of the dissertation of the candidate of psychological sciences: 19.00.05.] [in Russian].
25. Amelin, V.V., Ya., Bevan, E., Vetter (2018) Svoi i chuzhiye. Metamorfozy identichnosti na vostoke i zapade Evropy [Ours and others. Metamorphoses of Identity in the East and West of Europe]. 344 s. [in Russian].
26. Shatava, L.Yu. (2012) Mekhanizm razrabotki brenda territorii [Territory brand development mechanism]. Marketing і menedzhment іnnovatsіy – Marketing and innovation management. № 4. S. 324-329 [in Russian].
27. Shemetova, O. Brend – chto eto i zachem on nuzhen [Brand – what is it and why is it needed]. Retrieved from: http://goo.gl/ChWUxt [in Russian].
28. Yasko, S. E. (2012) Neobkhodimost formirovaniya i prodvizheniya brenda goroda [The need for the formation and promotion of the city brand]. Vestnik Chelyabinskogo gosudarstvennogo universiteta – Bulletin of the Chelyabinsk State University. № 3. S. 140-142 [in Russian].
29. Anholt, S. (2009) Places: Identity, Image and Reputation. Palgrave Macmillan. 256 p. [in English].
30. Anholt, S. (2011) "Beyond the Nation Brand: The Role of Image and Identity in International Relations," Exchange: The Journal of Public Diplomacy: Vol. 2: Iss. 1, Article1. Retrieved from: https://surface.syr.edu/exchange/vol2/iss1/1 [in English].
31. Breakwell, G. M. (2003) Identity. L.: Thousand Oaks; New Delhi. P.12-30 [in English].
32. Dinnie, K. (2004) Place branding: Overview of an emerging literature. Place branding and Public Diplomacy. № 1. P. 106-110 [in English].
33. Moilanen, T., Rainisto, S. (2009) How to Brand Nations, Cities and Destinations. New York: Palgrave Macmillan. 202 p. [in English].
34. Neumann, I. B. (1993) Russia as Central Europe’s Constituting Other. East European Politics and Societies. Vol. 7. № 2.30. P. 349-369 [in English].
35. Raagmaa, G. (2002) Regional identity in regional development and planning. European Planning Studies. Vol. 10. № 1. P. 55-76 [in English].
36. Rykiel, Z. (2017) Identyfikacja i tożsamość kulturowa w różnych skalach przestrzennych. Opuscula Sociologica. №. 3(21). S. 45-55 [in Polish].
37. Swaminathan, V. (2016.) Branding in the digital era: New directions for research on customer-based brand equity. Academy of Management Science Review 6 (1/2): 33-38. [in English].
2. Bilovodska, O. A. (2012) Teoretyko-metodychni zasady stvorennia brenda mista [Theoretical and methodological principles of creating a city brand]. Marketynh i menedzhment innovatsii – Marketing and innovation management. № 1. S. 35-43 [in Ukrainian].
3. Bohun, K. V. (2013) Alhorytm stvorennia i realizatsii prohramy marketynhu i brendynhu mista [Algorithm for creating and implementing a marketing and branding program of the city]. Ekonomika i upravleniye – Economics and Management. № 2. S. 40-45 [in Ukrainian].
4. Brendbuk «Mykolaiv-misto na khvyli!» [Brandbook “Mykolaiv-city on a wave!”]. Retrieved from: https://mkrada.gov.ua/content/brendbuk-mista.html [in Ukrainian].
5. Soskin, O.I. (2011) Brendynh mist: dosvid krain Vyshehradskoi hrupy dlia Ukrainy [City branding: the experience of the Visegrad Group countries for Ukraine]. Kyiv: «Instytut transformatsii suspilstva». 80 s. [in Ukrainian].
6. Vinogradova, T.G.. Semiletova, Ya.I. (2014) Marketing i brending territoriy [Territory marketing and branding] Izvestiya Sankt-Peterburgskogo gosudarstvennogo agrarnogo universiteta – Bulletin of the St. Petersburg State Agrarian University. № 37. S.81-85 [in Russian].
7. Dinni, K. (2013) Brending territoriy. Luchshiye mirovyye praktiki [Territory branding. World best practices] Moscow: Mann. Ivanov i Ferber. 336 s. [in Russian].
8. Dubeykovskiy, V. (2012) Brending gorodov. Nastoyashcheye i budushcheye. Itogi 2012. [City branding. Present and future. Results of 2012] Retrieved from: http://goo.gl/7JZXWf [in Russian].
9. Yevtushenko, O. N. Obiednani terytorialni hromady Mykolaivskoi oblasti v umovakh detsentralizatsii: indykatory efektyvnosti [United territorial communities of Mykolayiv region in the conditions of decentralization: efficiency indicators]. Publichne upravlinnia ta rehionalnyi rozvytok – Public Administration and Regional Development. Mykolaiv, 2020. № 8. S. 396–421 [in Ukrainian].
10. Yevtushenko, O.N., Prysiazhnenko, I.O. (2014) Politolohichnyi vymir kontseptu «brendynh derzhavy» [Political science dimension of the concept of "state branding"] Naukovi pratsi: Naukovo-metodychnyi zhurnal – Scientific and methodical journal “Scientific works”. Mykolaiv: Vyd-vo ChDU im. Petra Mohyly, 2014. S. 33-37 [in Ukrainian].
11. Komunikatsiina stratehiia Bashtanskoi OTH na 2019-2026 rr. [Communication strategy of Bashtanska UTC for 2019-2026]. Retrieved from: https://bashtanskaotg.gov.ua/storage/documents/documents/82776ce763632802e4ce368f11990782.pdf [in Ukrainian].
12. Kotenko, Ya.V. (2016) Lokalna identychnist yak umova rozvytku obiednanykh terytorialnykh hromad (navchalnyi modul) [Local identity as a condition for the development of united territorial communities (training module)]. Kyiv: IKTs «Lehalnyi status», 2016. 48 s. [in Ukrainian].
13. Kotler, F. Asplund, K. Reyn, I. Khayder, D. (2005) Marketing mest: privlecheniye investitsiy. predpriyatiy. zhiteley i turistov v goroda. kommuny. regiony i strany Evropy [Place marketing: attracting investments, businesses, residents and tourists to cities, communes, regions and countries of Europe] Stokgolmskaya shkola ekonomiki v Sankt-Peterburge. 385 s. [in Russian].
14. Kuibida, V. S., Tkachuk, A. F., Yuzefovych, V. V. (2017) Resursne zabezpechennia obiednanoi terytorialnoi hromady ta yii marketynh: navch. posib. [Resource provision of the united territorial community and its marketing: a textbook]. Kyiv [in Ukrainian].
15. Kusrayeva, O. A. (2017) Sovremennaya teoriya brendinga: razdeleniye podkhodov na osnove funktsionalnoy sostavlyayushchey [Modern branding theory: functional separation of approaches] Vestnik Sankt-Peterburgskogo universiteta. Menedzhment 16 (1). S. 69-91 [in Russian].
16. Mykolaiv-misto na khvyli [Mykolaiv-city on a wave]. Retrieved from: https://mkrada.gov.ua/files/Ogoloshenya/%D0%91%D1%80%D0%B5%D0%BD%D0%B4%D0%B1%D1%83%D0%BA.pdf [in Ukrainian].
17. Morozova, E. V. (2008) Lokalnaya identichnost: formy aktualizatsii i tipy Politeks [Local Identity: Forms of Actualization and Types]. № 4. 299 s. [in Russian].
18. Nagornyak, T.L. (2014) Brending teritorіy u suchasnikh polіtichnikh praktikakh [Branding of territories in modern political practices]. №3. S. 53-58 [in Ukrainian].
19. Nansi, Zh.-L. (2009) Neproizvodimoye soobshchestvo [Unproductive community]. 208 s. [in Russian].
20. Pavlova, I. O. (2017) Brendynh obiednanykh terytorialnykh hromad Pivdennoho rehionu [Branding of the united territorial communities of the Southern region] Visnyk Odeskoho natsionalnoho universytetu. Seriia: Ekonomika. T. 22, Vyp. 12. S. 199-203. Retrieved from: http://nbuv.gov.ua/UJRN/Vonu_econ_2017_22_12_45 [in Ukrainian].
21. Pro zatverdzhennia Prohramy rozvytku turystychnoi haluzi mista Mykolaieva do 2023 roku. Rishennia. № 2/17 vid 24 hrudnia 2020 [About the statement of the Program of development of tourist branch of the city of Mykolaiv till 2023. Decision № 2/17 of 24 December 2020]. Retrieved from: https://mkrada.gov.ua/documents/35171.html [in Ukrainian].
22. Rezultaty opytuvannia shchodo zatverdzhennia lohotypu Bashtanskoi obiednanoi terytorialnoi hromady [Results of the survey on the approval of the logo of the Bashtan united territorial community]. Retrieved from: https://bashtanskaotg.gov.ua/storage/static-pages/documents/8f1fd9abd6cb99aaf636fe173652e86d.pdf [in Ukrainian].
23. Rozrobka lohotypu – vazhlyvyi etap dlia uspikhu OTH [Logo development is an important step for OTG success] Retrieved from: https://bashtanskaotg.gov.ua/news/rozrobka-logotipu--vazhlivi-etap-dlya-uspihu-otg [in Ukrainian].
24. Samoshkina, I.S. (2008) Territorialnaya identichnost kak sotsialno-psikhologicheskiy fenomen: avtoref. dis. ... kand. psikh. nauk: 19.00.05. [Territorial identity as a socio-psychological phenomenon: author's abstract of the dissertation of the candidate of psychological sciences: 19.00.05.] [in Russian].
25. Amelin, V.V., Ya., Bevan, E., Vetter (2018) Svoi i chuzhiye. Metamorfozy identichnosti na vostoke i zapade Evropy [Ours and others. Metamorphoses of Identity in the East and West of Europe]. 344 s. [in Russian].
26. Shatava, L.Yu. (2012) Mekhanizm razrabotki brenda territorii [Territory brand development mechanism]. Marketing і menedzhment іnnovatsіy – Marketing and innovation management. № 4. S. 324-329 [in Russian].
27. Shemetova, O. Brend – chto eto i zachem on nuzhen [Brand – what is it and why is it needed]. Retrieved from: http://goo.gl/ChWUxt [in Russian].
28. Yasko, S. E. (2012) Neobkhodimost formirovaniya i prodvizheniya brenda goroda [The need for the formation and promotion of the city brand]. Vestnik Chelyabinskogo gosudarstvennogo universiteta – Bulletin of the Chelyabinsk State University. № 3. S. 140-142 [in Russian].
29. Anholt, S. (2009) Places: Identity, Image and Reputation. Palgrave Macmillan. 256 p. [in English].
30. Anholt, S. (2011) "Beyond the Nation Brand: The Role of Image and Identity in International Relations," Exchange: The Journal of Public Diplomacy: Vol. 2: Iss. 1, Article1. Retrieved from: https://surface.syr.edu/exchange/vol2/iss1/1 [in English].
31. Breakwell, G. M. (2003) Identity. L.: Thousand Oaks; New Delhi. P.12-30 [in English].
32. Dinnie, K. (2004) Place branding: Overview of an emerging literature. Place branding and Public Diplomacy. № 1. P. 106-110 [in English].
33. Moilanen, T., Rainisto, S. (2009) How to Brand Nations, Cities and Destinations. New York: Palgrave Macmillan. 202 p. [in English].
34. Neumann, I. B. (1993) Russia as Central Europe’s Constituting Other. East European Politics and Societies. Vol. 7. № 2.30. P. 349-369 [in English].
35. Raagmaa, G. (2002) Regional identity in regional development and planning. European Planning Studies. Vol. 10. № 1. P. 55-76 [in English].
36. Rykiel, Z. (2017) Identyfikacja i tożsamość kulturowa w różnych skalach przestrzennych. Opuscula Sociologica. №. 3(21). S. 45-55 [in Polish].
37. Swaminathan, V. (2016.) Branding in the digital era: New directions for research on customer-based brand equity. Academy of Management Science Review 6 (1/2): 33-38. [in English].
Published
2021-09-08
How to Cite
Yevtushenko, A., Suslov, M., & Verba, S. (2021). BRANDING OF A TERRITORIAL COMMUNITY AS A MECHANISM FOR FORMING LOCAL IDENTITY AND A FACTOR OF COMPETITIVENESS. Public Administration and Regional Development, (13), 622–649. https://doi.org/10.34132/pard2021.13.04
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