Pashkus M.V.OOO GK SNABZHENIE, St. Petersburg, Russian Federation margarethpashkus@yahoo.com
Subject The article deals with the problems of forming a culturally robust brand of the City of St. Petersburg. Objectives We aimed to develop a tool to assess the global competitiveness of city brand and select a positioning strategy in accordance with the design – technology classification matrix. Methods For the study, we used expert and matrix analyses, and the method of brand hierarchies and evaluation. Results We identified opportunities to use a breakthrough positioning strategy in creating brands of promising cities and present a developed mechanism of a territory brand global competitiveness assessment. Conclusions and Relevance We conclude that, in order to implement the strategy of breakthrough positioning when promoting an advantageous cultural brand of the territory, it requires a comprehensive program of development within the selected brand attributes and a number of interrelated measures to strengthen the territorial art market. The results of our study can be used to develop a program for the evaluation and brand promotion of the City of St. Petersburg and implementation of economic policy in the region.
Keywords: cultural city brand, brand efficiency, brand value, competitive status, attractiveness, market areas
References:
Kotler Ph., Asplund Chr., Rein I., Haider D.H. Marketing Places Europe: How to Attract Investments, Industries, Residents and Visitors to European Cities, Communities, Regions and Nations. Harlow, United Kingdom, Pearson Professional Education, 1999, 320 p.
Anholt S. Places: Identity, Image and Reputation. Palgrave Macmillan, 2009, 256 p.
Kavaratzis M., Hatch M.J. The Dynamics of Place Branding: An Identity-based Approach to Place Branding Theory. Marketing Theory, 2013, vol. 13, no. 1, pp. 69–86. doi: 10.1177/1470593112467268
Potter E.H. Branding Canada. Projecting Canada's Soft Power through Public Diplomacy. Montreal, McGill-Queen's Univ. Press, 2009, 464 p.
Govers R., Go F. Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. Palgrave Macmillan, 2009, 339 p.
Anttiroiko A.-V. The Political Economy of City Branding. Routledge, 2014, 216 p.
Sorokin D.E. Economic Theory, Economic Reality and Economic Policy. Ekonomika regiona = The Region's Economy, 2015, no. 1, pp. 17–29.
Lyakin A.N. Prichiny stagnatsii rossiiskoi ekonomiki [Reasons for stagnation of the Russian economy]. Problemy sovremennoi ekonomiki = Problems of Modern Economics, 2014, no. 2, pp. 110–113.
Cagan J., Vogel C.M. Creating Breakthrough Products: Revealing the Secrets that Drive Global Innovation. Upper Saddle River, NJ, Financial Times Press, 2013, 416 p.
Kotler Ph., Gertner D. Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. Journal of Brand Management, 2002, vol. 9, no. 4, pp. 249–261. doi: 10.1057/palgrave.bm.2540076
Baker B. Destination Branding for Small Cities. Creative Leap Books, 2012, 208 p.
Aaker D. Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing, 2014, 220 p.
Keller K.L. Building Rich Brand Relationships: Research Dialogue on Brands as Intentional Agents. Journal of Consumer Psychology, 2012, vol. 22, no. 2, pp. 186–190. doi: 10.1016/j.jcps.2011.11.011
Zenker S., Beckmann S.C. My Place Is Not Your Place – Different Place Brand Knowledge by Different Target Groups. Journal of Place Management and Development, 2013, vol. 6, no. 1, pp. 6–17. doi: 10.1108/17538331311306078
Avraham E., Ketter E. Media Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries and Tourist Destinations. Routledge, Taylor and Francis, 2012, 231 p.
Anholt S. Definitions of Place Branding – Working towards a Resolution. Journal of Place Branding and Public Diplomacy, 2010, vol. 6, no. 1, pp. 1–10. doi: 10.1057/pb.2010.3
Govers R. From Place Marketing to Place Branding and Back. Place Branding and Public Diplomacy, 2011, vol. 7, no. 4, pp. 227–231. doi: 10.1057/pb.2011.28
Woon B.N., Marshall R., Keller K.L. Measuring Brand Power: Validating a Model for Optimizing Brand Equity. Journal of Product and Brand Management, 1999, vol. 8, no. 3, pp. 170–184. doi: 10.1108/10610429910272439
Medway D., Warnaby G. Alternative Perspectives on Marketing and the Place Brand. European Journal of Marketing, 2008, vol. 42, no. 5-6, pp. 641–653. doi: 10.1108/03090560810862552
Greenberg M. Branding New York: How a City in Crisis Was Sold to the World. Routledge Taylor & Francis Group, 2008, 326 p.
Kavaratzis M. From “Necessary Evil” to Necessity: Stakeholders' Involvement in Place Branding. Journal of Place Management and Development, 2012, vol. 5, no. 1, pp. 7–19. doi: 10.1108/17538331211209013
Bulina A.O. Brend territorii kak klyuchevoi faktor ee razvitiya [Territory Brand as Crucial Component of Its Potential for Development]. Labirint = Labyrinth, 2013, no. 5, pp. 23–29.
Epstein D., Braithwaite P. Delivering London 2012: Sustainability Strategy. Civil Engineering, 2011, vol. 164, no. 5, pp. 27–33.
Dinnie K. City Branding: Theory and Cases. Palgrave Macmillan, 2011, 256 p.
Kozak М., Gnoth J., Andreu L. Advances in Tourism Destination Marketing: Managing Networks. Routledge, Taylor & Francis Group, 2009, 266 p.
Braun E., Kavaratzis M., Zenker S. My City – My Brand: The Role of Residents in Place Branding. Journal of Place Management and Development, 2013, vol. 6, no. 1, pp. 18–28.