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Regional Economics: Theory and Practice

The formation of a culturally robust brand of the City of St. Petersburg: breakaway positioning and valuation approaches

Vol. 14, Iss. 4, APRIL 2016

Received: 19 October 2015

Received in revised form: 16 November 2015

Accepted: 30 November 2015

Available online: 16 April 2016

Subject Heading: MARKETING

JEL Classification: М31, О18, R58, Z18

Pages: 19-30

Pashkus V.Yu. Saint-Petersburg State University, St. Petersburg, Russian Federation

Pashkus N.A. Herzen State Pedagogical University of Russia, St. Petersburg, Russian Federation

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


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